In a surprising collaboration that blends high fashion with everyday accessibility, Yasmin Le Bon, one of the leading supermodels of the 1980s, has become the face of George at Asda’s new summer collection. This partnership marks a unique moment as both Le Bon and Asda celebrate their 60th birthday year.
George, Asda's clothing brand launched in 1989 by George Davies, has long been recognised for offering stylish yet affordable fashion. The Daily Mail reports that the supermarket chain has become a significant player in the UK clothing market, ranking third in sales behind Primark and Marks & Spencer. Last year alone, Asda sold an impressive 3.2 million pairs of shoes across its women’s and men’s departments.
This season, the George at Asda summer collection promises a range of versatile and fashion-forward pieces with appealing price points. Among the highlights are a sage green casual shorts suit—where the blazer is particularly noted—a fringed cotton boho kaftan reminiscent of the styles seen on Chloé’s catwalk, and a loose-fitting broderie anglaise co-ord ideal for summer’s heat. The collection also features an 80s-inspired graphic tee, bringing a retro update to classic wardrobe staples.
Accessories play a notable role in the collection, with Le Bon herself praising a pair of gladiator sandals as ‘seriously sassy’ and a woven clutch bag as ‘super cool.’ Prices across the range remain impressively low, with all items under £30 and the most expensive dress costing just £25.
Liz Evans, George's chief commercial officer, shared insights into the brand's philosophy, stating, “Making fashion accessible and purse-friendly is our goal.” She emphasised that the addition of Yasmin Le Bon, who remains active and visible on international fashion runways, will enhance the brand’s profile further: “Having a style icon like Yasmin modelling our line is only going to elevate the range.”
The collection focuses not only on affordability but also on quality, including pieces made from 100% cotton, silk, and fibres that are organic or Fairtrade-certified, offering durability and comfort beyond what might be expected at this price point. This effort reflects a broader trend in budget fashion where shoppers can now find well-made garments alongside grocery aisles.
One intriguing item yet to be fully tested by the Daily Mail’s reporter is Le Bon’s endorsed budget swimsuit, which she confidently describes as having ‘a great cut.’
Asda’s George brand continues to redefine supermarket fashion, merging style with value and attracting shoppers looking to stay fashionable without breaking the bank.
Source: Noah Wire Services