London's star Serbian designer Roksanda Ilincic has long been popular among the rich and famous. As long ago as January 2011, Michelle Obama chose one of the designer's dresses and a coat for a formal event in Washington; four months later, Gwyneth Paltrow was wearing a plunging Roksanda dress for a ceremony in London. It doesn't get much more A-list – so it was no surprise when Ilincic won the Red Carpet Award at the British Fashion Awards in 2012, and was named Best Red Carpet Designer at the Elle Style Awards last year. 

But after several years of the label ticking along very-nicely-thank-you in the public eye, we've noticed a definite uptick in 2014. Since the beginning of March, we've spotted no fewer than seven major red carpet appearances.

Shailene Woodley, for example, chose a dress from the spring 2014 collection on her Divergence tour on 25 March. It's a simple example of two of Ilincic's trademarks: block colour and elegant silhouettes.

It's not hard to see what attracts famous women to Ilincic's designs. They're feminine and form-fitting enough to have sex appeal and glamour – but they're not simply 'pretty' in a bland way. In Woodley's case, her dress has a bandage-like lattice back, which takes it out of the realms of the dull maxi dress and makes it more 'fashion' than your average red carpet number. 

Ilincic's pre-fall 2014 collection has proved a major hit in recent weeks. Jessica Paré chose a strapless, ruffled dress for a Mad Men press conference on 21 March. Anne Hathaway selected a block-colour design for a premiere of Rio 2 on the same day, and Kristin Davis wore an embellished dress for the press night of her West End play, Fatal Attraction, on 25 March. Each dress features the draped folds of fabric that are another of Ilincic's signatures.

These asymmetrical frills are just strange enough to remove any hint of Hollywood bland.

The belted dresses seen in Ilincic's recent autumn/winter 2014 show have already arrived on the red carpet too, on Mad Men's January Jones and Oscar-winner Cate Blanchett. Again, they have the flattering waist-cinching effect, but with a sculptural cut that feels unexpected and fresh. For a famous actress, Ilincic's designs are a way to show that you're educated about style, while still being confident that you'll look elegant and polished.

And for women who want to eschew the dress thing altogether, there are other options. Rita Ora was seen out last week wearing culottes from the spring 2014 collection.

There's no doubt Ilincic has pulled off a clever trick: her work straddles both commercial and editorial style in a way that impresses both the fashion world and the Hollywood set – and is sure to attract a host of real-world customers as a result. Wearing Roksanda on the red carpet looks like a trend that's set to last.

Click through below to see the rest of this week's looks.