Asda’s clothing brand George has collaborated with designer Roksanda Ilinčić and the British Fashion Council (BFC) to produce a capsule collection to celebrate London Fashion Week’s (LFW) 40th anniversary. George has also made a donation to the BFC.

Roksanda, who is Serbian-born but London-based, is an alumni of the BFC’s Newgen scheme to support emerging talent and has been awarded an MBE for services to fashion.  The brand’s clothes have been worn by the Princess of Wales, Michelle Obama, Samantha Cameron and Melania Trump.

The 30-piece collection, which includes notes of Roksanda’s signature colour-blocking style, will be priced from £14 to £60 and in selected stores from 17 September and online, two days after Ilinčić’s show at London Fashion Week. The brand has previously collaborated with Jigsaw.

Ilinčić 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.”

Liz Evans, George’s chief commercial officer said: “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.”