George at Asda partners with Roksanda on 'accessible' collection for LFW

This season, London Fashion Week (LFW) is continuing its 40th anniversary celebrations. George at Asda and Roksanda are taking part in the celebrations by joining forces on a collaborative collection.

This collaboration brings together George and Roksanda to raise funds for the BFC Foundation programme - a registered charity that supports the future growth and success of the British fashion industry by focusing on education, grant-giving, and business mentoring.

Roksanda said: "As an alumnus of the BFC NEWGEN, this collaboration has allowed me to give back to the community which helped start my creative career. Incredibly fortunate to be a previous winner, I understand the importance of support and how without it, brands might not be able to grow and develop to their full potential.

"In celebration of London Fashion Week’s 40th anniversary, I am delighted to collaborate with George and the British Fashion Council on a collection that not only honours but also spotlights the extraordinary work of NEW GEN. Together, we aim to generate funds that will inspire and empower the next wave of innovative designers, ensuring their voices are heard and celebrated beyond the fashion landscape."

The collection, which comprises of 30 pieces, brings Roksanda’s signature colour-blocking style together with casual handwriting. Key pieces include a burgundy trench coat as well as the sweat dress reinvented. What's more, two-tone oversized puffer scarves are layered with colour-pop borg fleeces and popper-side track pants.

Liz Evans, George’s Chief Commercial Officer, commented: "As the first supermarket fashion retailer in the UK, we felt this was the perfect opportunity to bring to life our brand mission of democratising great style and quality at a compelling price.

"We’ve always recognised the importance and value in supporting new talent through initiatives like Graduate Fashion Week however we’re really excited to partner with the BFC in celebrating 40 years of London Fashion Week. Working with NEWGEN alumni Roksanda to truly make designer fashion accessible to all has been a brilliantly collaborative project and one we are proud to be a part of. We will continue to support the BFC foundation and help to give the next generation a platform to be seen."

Caroline Rush, Chief Executive of the British Fashion Council, added: "Congratulations to Roksanda and the George team on this brilliant collection. It has been such a pleasure to watch Roksanda’s brand develop over the last two decades, from a BFC NEWGEN recipient to the industry force that it is now. The brand is a true testament to the work that the BFC Foundation does in supporting the best of British creativity and as part of our network, we are delighted to continue to work together alongside George."

The range is priced from £14 to £60 and will land in selected stores nationwide and online on Tuesday, 17 September.

Main Image from left to right: Liz Evans, Roksanda Ilincic, Caroline Rush.