It seems only a few years ago that we were gasping at the thought of purchasing clothes from supermarkets; yet for Asda’s clothing range ‘George’ (named after fashion designer George Davies who implemented it) this is an astonishing 21 years in the making.
Back in 1990 Davies was approached by Asda to create a clothing range that was considered to be at the forefront of consumer spending, moving it from the high street to out-of-town accessible developments in Asda’s supermarkets, which showed value for money, and gave consumers a choice of fashion, style and branding nearer their homes, whilst they did their weekly food shop. Genius.
That’s why this year as George at Asda’s clothing range turns 21, yes 21(!), I was delighted to have been given backstage access and view their capsule birthday collection first-hand, to help advise you – the consumers – on the best day wear, and party pieces they have to offer.
The 21 capsule collection which was designed by Brand Director Fiona Lambert and her team, has brought together an array of stylish, smart, fun styles that you can wear up to 21 different ways. The compilation of clothing can be mixed, or worn, collectively to create an assortment of high-end designer looks for less. My favourite piece has to be the jersey black and white butterfly maxi dress; easy to wear, comfortable and smart, it looks way beyond its price tag of just £16.
George are also taking inspiration from style icons such as A-list actress, and yummy mummy, Gwyneth Paltrow, with a fabulous black all-in-one jumpsuit that can be paired with embellished sandals and oversized raffia floppy sun hats for day; or dressed up with heels and jewellery for a stylish yet sultry evening look.
Giving a nod to the 60s, and Audrey Hepburn in the film Roman Holiday, the collection also includes three styles of Capri pants in red, black and white, which can be teamed with a Breton striped top to obtain an up-to-date Betty Draper, Mad Men look, a la January Jones.
For evening George has delivered a red carpet look with block colour and digital print dresses, combined with silk jersey draping that compliments your shape, and are especially great for flattering curves. Alongside this the collection incorporates this season’s most surprising trend, palazzo pants: chiffon evening halter neck tops and plain cotton camis are also thrown in.
So, with so many options from just £7, there has to be something to suit everyone. I’ll be seeing you in the supermarket queue next week…
For more information on George’s 21st Birthday collection click here, or visit your nearest Asda store next week…