In a world where fast fashion reigns supreme, Roksanda Ilinčić, the Serbian-born, London-based designer, stands as a beacon of sustainability and timeless elegance. Speaking at Dylon’s Sustainable Fashion Future panel during London Fashion Week, she shared her vision for a future where clothes are cherished, not discarded. “Clothes should last longer than you,” she declared, her words echoing a philosophy rooted in her upbringing. “Growing up, we weren’t an over-consuming society. Clothes were passed down, from grandmother to mother to daughter. They became part of our emotional fabric.”
Since launching her eponymous brand in 2005, Ilinčić has become synonymous with bold, sculptural womenswear that transcends trends. Her designs, worn by icons like the Princess of Wales and Cate Blanchett, are as much about longevity as they are about style. Her latest autumn/winter 2025 collection, showcased at London Fashion Week, was a collaboration with Dylon Detergent, exploring the concept of ‘Rethink New.’ By reviving old fabrics and using Dylon dyes, she breathed new life into forgotten textiles. “It’s about taking something overlooked and giving it a second chance,” she explained, drawing inspiration from the late British sculptor Phyllida Barlow, who transformed discarded materials into art.
For those accustomed to fast fashion, Ilinčić offers a simple yet profound piece of advice: start with love. “Buy pieces that resonate with you emotionally,” she urged. “When you truly love something, caring for it becomes second nature.” She shared how she still treasures dresses inherited from her mother, a testament to the enduring power of meaningful clothing. “It’s not about wearing something for one season and moving on. It’s about creating a connection that lasts.”
Sustainability, Ilinčić believes, is a journey of small, consistent steps. Fellow panelist Shailja Dube, deputy director of the Institute for Positive Fashion, echoed this sentiment, emphasizing the importance of garment care. “Washing clothes at lower temperatures, spot cleaning—these small changes can significantly extend a garment’s life,” she noted. Ilinčić added, “It’s not about overhauling everything at once. It’s about making thoughtful choices, one step at a time.”
In a world racing toward the next trend, Roksanda Ilinčić reminds us that true style is timeless—and that the clothes we wear should tell a story, not just fill a closet.
