FitFlop ups fashion focus as it partners with LFW star Roksanda

London-based wellness footwear brand FitFlop is taking its fashion appeal up a notch with a new design partnership with luxury womenswear brand - and London Fashion Week (LFW) favourite - Roksanda, which counts Matches and Net-a-Porter as stockists.

The first collection will be for AW24 and will debut at Roksanda’s London Fashion Week catwalk show in February 2024.

Curated by Roksanda’s London-based Serbian designer Roksanda Ilinčić, featuring pieces designed in-house by the FitFlop team - referencing her creative use of colour as inspiration, will “combine FitFlop’s patented midsole technologies with Roksanda’s modern design DNA”.

Marica Kilgore, Founder of FitFlop, said: ‘In Roksanda we’ve found a kindred spirit. A brand that celebrates timeless style with a serving of great energy on the side. What better inspiration for shoes that give you great energy when you wear them? We’re incredibly excited to be working with Roksanda and her team.”

Roksanda Ilinčić commented: “Always a pleasure to collaborate with a female lead brand, FitFlop has resonated with me for their shared vision to address and put the needs of the women first.

“I enjoyed bringing a new perspective to their functionality and performance – creating collections that perfectly unite our mutual respect and love for women.”

In April this year, FitFlop secured a new five-year $30m revolving credit facility from independent lender AURELIUS Finance Company (AFC) to support its long-term growth ambitions.

The new AW24 partnership with Roksanda – which will be followed by an extensive collaboration for the SS25 season – is another step in its journey to engage with new consumers “seeking fashion-forward options that balance contemporary style and ergonomic design”.