The days when London fashion Week and the British Fashion Council were only about high-end designers are long gone and it’s interesting that a new collaboration sees the BFC forging a partnership with both one of LFW’s favourites names, Roksanda Ilinčić, and one of the UK’s most budget-focused fashion lines.

Value range George at Asda has collaborated with Ilinčić and the BFC on a Roksanda capsule collection as part of the ongoing celebration of LFW’s 40th anniversary with George also making a donation to the BFC.

It’s a 30-piece collection with a big nod to the colour-blocking for which the designer is known. She’s showing her high end collection at LFW on 15 September and the George launch will happen two days later with pieces priced between £14 and £60.

Liz Evans, George’s chief commercial officer, highlighted its talent support iniatives such as its Graduate Fashion Week links and stressed that working with Newgen alumni like Ilinčić and continuing to support the BFC foundation will “help to give the next generation a platform to be seen”.

As mentioned, the designer went through the BFC’s key talent incubator Newgen and her label evolved into a consumer and celebrity favourite that’s also been popular for collabs (most recently with mid-market brand Jigsaw and shoe label FitFlop). 

But Roksanda has faced major challenges in a very tough fashion market this decade. Earlier this year, the label was sold to Damian Hopkins’ development platform The Brand Group shortly after filing notice of intent to appoint administrators. However, Ilinčić remains at the creative helm.