George at Asda has finally unveiled its previously-flagged collaboration with Roksanda and the British Fashion Council and has received a strong critical reception for the offer that’s on sale now.

Given the limits of producing designer styles at mass-market prices, some collabs can be disappointing with only hints of the designer’s DNA, but this one is full-on Roksanda, featuring her signature colour-blocking, “together with a more casual handwriting”.

It’s a 30-piece collection, launched at a special event in London, that comes on the back of London Fashion Week’s 40th anniversary and includes a donation by George to the BFC Foundation. It carries special LFW branding.

It includes dresses, sweats, fleeces, puffers, scarves and more in Roksanda’s signature style, with prices ranging from £14 to £60. Key items include a burgundy trench and a sweat dress reinvented, while two-tone oversized puffer scarves look strong for winter, and compact-knit flare trousers are worn with coordinating jumpers to act of both indoor and outdoor-wear.

The company said the collaboration was “born out of both George’s and Roksanda’s historic relationship with the BFC and their ongoing objectives to promote, support and develop new generation designers in the UK”.

Liz Evans, George’s Chief Commercial Officer said of the partnership: “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.”