There was big news at luxury label Roksanda on Tuesday with the appointment of Patricia Sancho as its new CEO, effective immediately. 

The company said that “as the London-based fashion house enters a new phase of growth and global expansion, it will now be led by two women, and we couldn’t be more excited”.

Sancho brings more than 20 years of experience across luxury and premium fashion, “with a strong track record of partnering with creative leadership to deliver strategic clarity, operational discipline, and sustainable commercial performance”.

She has an undeniably impressive CV that includes a period as CEO of another luxe UK label, Temperley London, as well as co-MD of Inditex’s footwear and accessories Tempe unit, and recently CEO of Athena Consultancy. She founded that advisory agency in 2020.

“Known for her ability to balance creative integrity with business vision, she joins Roksanda at a pivotal moment in the brand’s evolution,” we’re told.

Her arrival comes after the company was sold in 2024 to The Brand Group but with founder and creative director Roksanda Ilinčić staying in her role. Ilinčić said of the latest move: “As we evolve as a brand, staying true to our creative codes and values is essential. Patricia brings strategic insight, commercial experience, and a deep respect for creativity.”

Meanwhile Sancho added that she’s a long-time admirer of “Roksanda’s vision and artistry. My focus will be on driving thoughtful growth anchored in the brand’s core values — preserving its femininity, strength, and emotion — while shaping a clear offering and business strategy for the future. This is about growing with intention and integrity”.

As mentioned, Roksanda was sold in 2024 — specifically in May of that year — to brand development platform The Brand Group shortly after filing notice of intent to appoint administrators as it navigated a very tough market backdrop. It joined the still-new Vivere label as part of fashion entrepreneur Damian Hopkins’ growing empire.