Roksanda Ilincic Rebrands as 'Roksanda,' Takes on Investor

The revamp coincides with new financial backers, the brand's first store opening and an eye on global expansion.
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Eliza Brooke
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The revamp coincides with new financial backers, the brand's first store opening and an eye on global expansion.
Ilincic at her store opening Tuesday. Photo: Roksanda Ilincic

Ilincic at her store opening Tuesday. Photo: Roksanda Ilincic

The London-based womenswear designer Roksanda Ilincic is on the move, literally. After holding her first store opening in London Tuesday night, Ilincic hopped on a plane to New York to present her resort collection to editors on Wednesday. And that's not all: The designer's flagship debut coincides with a rebranding that will shorten the label's name to the simpler and significantly easier to pronounce "Roksanda." 

Could the renaming have something to do with making the brand more marketable to a more mainstream audience, just as actors with tricky names have been known to do? It very well might. Ilincic has the backing of fashion influencers like Kate Middleton and Michelle Obama, and the potential for broader reach into the womenswear market is there, despite the designer's proclivity for art-inspired, architectural pieces.

More tellingly, a release from the designer notes that she has taken a minority investment from Eiesha Bharti Pasricha "with a long-term view to aid in the brand’s development and expansion globally." We wonder if "development" means a lower-priced line is in the works -- pieces from Ilincic's main line, which are sold on Net-a-Porter, cost in the thousands of dollars.

We've reached out to a rep for Ilincic for more details and will update when we hear back. The designer herself is still on a plane.