Asda launches elevated Exclusively at George fashion collection

Asda is set to launch the first elevated collection of its clothing brand, George at Asda in a “supermarket fashion first.”

The Exclusively at George range will roll out in-store and online from 11 May and looks to offer high-quality fashion “at accessible prices,” ranging from £12 to £77.

Described by the retailer as “laid-back luxury,” the 40-piece collection features cotton, linen, satin and silk fabrics across a range of dresses, trousers, T-shirts and two-piece suits.

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“Exclusively at George aims to provide superior fashion at accessible prices, with staple pieces that can be mixed and matched to make every outfit appear effortlessly elegant,” Asda told Drapers.

This collection comes as a second ‘supermarket-first’ for the brand this year, following the launch of its everyday casualwear specially adapted to make independent dressing easier for children and young people with additional needs and reduced mobility.

The range which launched in February sees each item of adapted clothing featuring hidden hook and loop fasteners on necklines that make slipping sweatshirts on and off more comfortable, whilst higher backs and longer legs ensure a level waistband and better leg length when seated.