Luxury fashion house Roksanda has appointed Patricia Sancho as its new Chief Executive Officer, marking a big leadership shift as the brand enters a new era of international expansion and strategic development.
The London-based label confirmed that Sancho has stepped into the role with immediate effect. Founder and Creative Director Roksanda Ilinčić will continue to lead the brand’s creative direction. The company will now be guided by a female leadership partnership at the top, a move the business described as exciting and forward-looking.
Sancho brings more than two decades of experience in the luxury and premium fashion sectors. Her career includes senior leadership roles that combine operational discipline with creative collaboration, making her well suited to guide a design-led brand through its next chapter. She previously served as CEO of Temperley London and as Co-Managing Director at Inditex’s Tempe division, which oversees footwear and accessories for several of the group’s major brands. More recently, she was CEO of Athena Consultancy, the strategic advisory firm she founded in 2020.
Industry observers have long recognized Sancho for her ability to bridge creative vision with commercial execution, a skill set increasingly essential in today’s competitive luxury market. Her arrival at Roksanda comes as the brand redefines its business structure following its acquisition by The Brand Group in 2024.
Roksanda was acquired in May 2024 by brand development platform The Brand Group, following a difficult trading environment that led the company to file a notice of intent to appoint administrators. The brand now operates alongside Vivere under the ownership of fashion entrepreneur Damian Hopkins as part of a growing portfolio of premium labels.
Founder Roksanda Ilinčić welcomed Sancho’s appointment, emphasizing the importance of aligning commercial strategy with creative integrity. She said the brand’s future depends on staying true to its design codes while strengthening its business foundations, adding that Sancho brings the strategic insight and experience needed to support that vision.
For her part, Sancho expressed admiration for Roksanda’s creative identity and heritage. She described her new role as an opportunity to guide the brand through thoughtful, values-driven growth while preserving what makes it distinctive. Her focus, she said, will be on sharpening the brand’s global offering and building a sustainable business strategy rooted in femininity, strength, and emotional connection.
With new ownership in place and a seasoned executive at the helm, Roksanda is positioning itself for a more stable and ambitious future. The brand aims to combine creative excellence with commercial resilience as it expands its global footprint.
