It’s certainly not every day that a designer with the credentials of Roksanda Ilincic decides to partner with a supermarket fashion brand.
But thankfully, to celebrate the 40th anniversary of London Fashion Week, Ilincic, one of the Princess of Wales’s favourite designers, has created a 30-piece capsule collection in collaboration with George, the first supermarket fashion brand to launch in the UK and, for many customers, still the best.
The result: Roksanda x George, an accessible and affordable wardrobe for grown-ups (launching tomorrow) that can be bought in Asda as easily as in the grocery store. Although, given how tempting it all looks, you might need a bigger stroller.
While Serbian-born, London-based Ilincic may be revered for making Hollywood actresses such as Emma Stone and Anne Hathaway shine on the red carpet, this collection for George at Asda sees her explore her more practical side, with a series of everyday essentials in rich autumnal hues that will integrate easily into your existing wardrobe.
And if the sudden change of seasons has made you hate everything you already own, Ilincic has a solution for that too. The collection has been cleverly designed as a capsule, in colours and shapes that complement each other and can be rotated according to your needs.
Shearling jacket, £30, hoodie, £24, trousers, £22, george.com. Trainers, £80, gola.co.uk. Earrings, £120, byalona.com
Blouse, £24, skirt, £24, george.com. Boots, £200, dunelondon.com. Earrings, £120, byalona.com
Dress, £28, george.com. Earrings, £420, theysso.com
But its biggest draw, in these cash-strapped times, is undoubtedly its price. While the term “affordable luxury” is being used more and more often (all too often by brands that seem to imagine that a £250 dress or £300 coat can be slotted into a weekly budget without a second thought), the most expensive item in this collection is a trench coat, priced at a truly affordable £60.
However, most items cost considerably less. The cheapest, a classic T-shirt, costs just £14.
Another bargain is the £18 scarf, which Ilincic designed to be as versatile as possible. Thanks to the scarf’s shape and its pink and plum colour scheme, it can also be worn as a shawl or even a skirt.
This versatility is the foundation of the collection, much of which occupies that sweet spot between not looking too dressy and not too casual.
For example, a pair of dark jeans are smart enough for the office, but they’re also useful for weekends. An orange sweater and a long skirt can be worn separately or together.
Ilincic recognizes that many of us dress more relaxed, so items like a pair of wide-leg joggers come with a comfortable elastic waistband but are enhanced with their decorative snap buttons.
Meanwhile, a navy jersey dress is saved from looking too formal by its ribbed cuffs and drawstring waist.
While Roksanda x George is considerably more affordable than Ilincic’s main line (where a dress will set you back £1,600), it still shares a similar aesthetic, so her signature colour-blocking technique is reflected in the collection, as is her love of bright, contrasting hues.
Dress, £28, george.com. Boots, £200, dunelondon.com. Earrings, £125, byalona.com
Trench coat, £60, hoodie, £24, trousers, £22, george.com. Trainers, £80, gola.co.uk
Quilted jacket, £55, jeans, £25, george.com. Shoes, £80, gola.co.uk
If you’ve never thought about pairing navy with navy, or burgundy with fuchsia, now is the perfect time to experiment.
Ilinic, who was awarded an MBE for her services to fashion earlier this year, decided to partner with George as a way of celebrating the British Fashion Council’s ongoing support of emerging British designers. When she launched her own collection in 2005, she was a beneficiary of their support.
If your invitation to Roksanda’s show on Saturday got lost in the mail, don’t worry. Any fan can shop her new collection at Asda, no invitation required.
If you’re looking for a mid-life wardrobe at affordable prices, now you know where to go.
