London’s fashion scene is a breathtaking melting pot of ideas. Local designers are constantly pushing boundaries, crafting unique footwear, bespoke wedding dresses, and stunning accessories. Their bold combinations of textures and colours are often mesmerising. In fact, many of these pieces transcend mere fashion, crossing the line into fine art. The UK capital is teeming with opportunities, and success here isn’t reserved solely for Londoners. But what does the journey look like for those born elsewhere? What hurdles do international creatives face, and what fuels their drive to turn dreams into reality? The rise of the ROKSANDA brand holds the answers. It’s a story rooted in the vision of a powerful, deeply creative founder. Read more on londonka.
The Journey to Building a Brand
The brand’s origin story is genuinely inspiring. It serves as a reminder never to give up on your dreams. It all began with Roksanda Ilinčić’s burning desire to make her mark in the fashion industry. Born in Serbia, she graduated from the University of Arts in Belgrade. Her keen eye for beauty and style was honed in childhood, shaped by extensive travels with her parents and exposure to breathtaking architecture. Her London chapter began in academia. In 1999, she moved to the city to study at Central Saint Martins, eventually earning her Master’s degree.
This wasn’t an overnight success story. After graduating, Ilinčić worked as a freelancer for various companies. She only began building her own business after painstakingly saving enough capital. The early days were fraught with challenges, and progress was slow. Her debut collection featured a mere 13 pieces. Yet, in 2005, her showcase at London Fashion Week drew a substantial crowd. Captivated by her unique designs, investors began approaching her with funding offers. This influx of support finally allowed her to hire two assistants—a luxury she couldn’t afford before.
Philosophy and Rise to Fame
ROKSANDA rapidly gained traction and recognition. In 2012, the designer scooped the ‘Red Carpet Award’ at the British Fashion Awards. A string of accolades followed over the next five years, and in 2014, she opened her flagship boutique on Mount Street. Ilinčić’s creations became so influential that they were subsequently featured in the ‘Women Fashion Power’ exhibition at the Design Museum, as well as at the Victoria and Albert Museum. This served as a true testament to their artistic merit. The brand also boasts an A-list clientele. Samantha Cameron, Keira Knightley, Michelle Obama, and Emily Blunt are just a few of her high-profile fans. In 2023, Roksanda Ilinčić was made a Member of the Order of the British Empire (MBE) for her services to fashion design.
The ROKSANDA philosophy is all about challenging conventional notions of beauty by balancing opposites. Meticulous detailing, bold modern cuts, alongside striking colours and fabrics, come together to create truly original garments. The clothes are simultaneously refined and effortless, exuding both femininity and strength. Another hallmark of her style is a distinctive sense of shelter and comfort woven into the designs.
A recurring theme in her work is the use of sculptural silhouettes. This is exactly what drew so much attention to the brand in the early 2020s. For instance, her 2024 collection was unveiled in an expansive, open-air setting. The soft sunlight illuminated the garments, while a gentle breeze animated the sculptural volume of the dresses. Her Autumn 2025 collection pushed boundaries further with unpredictable colour clashes, sweeping curvilinear drapes, and oversized tailoring. Most recently, in 2026, her runway show took place in the dramatic subterranean ballroom of the Chancery Rosewood hotel.