George at Asda launches its most exciting summer offering to date today, modelled by one of fashion’s greatest and original supermodels, Yasmin Le Bon, who joins George as the face of its summer collection.
As Asda celebrates sixty years, the campaign with 60-year-old Yasmin is timely, as the original supermodel teams up with the original supermarket fashion brand to continue its offering of affordable fashion to all.
The iconic model, who continues to walk catwalks for fashion week, said: “Fashion should be for everyone. George is a success story to be proud of. I am passionate about clothes that can lift your spirits, and having fun with fashion should be for everyone. Wearing something you love can bring joy and a pop of colour can brighten your day. It’s a privilege to be a part of this celebration.”
The collection includes classic pieces that can be styled up or down and re-worn for day or evening and Yasmin looks a million dollars whilst modelling pieces that start at just £8, showing that summer dressing can be easy and accessible to all with styles and shapes that truly transcend age.
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“We’re incredibly excited to have Yasmin Le Bon as the face of our summer fashion collection,” said Liz Evans, chief commercial officer of George and retail stores. “Yasmin’s timeless appeal resonates across generations, making her the perfect ambassador to represent our vibrant, inclusive, and fashion-forward pieces this season. As proud members of the wider Asda family, we’re thrilled to be celebrating our 60th birthday—and partnering with an icon like Yasmin, who is also celebrating her 60th year, makes this milestone even more meaningful.”
Championing the brand’s fashion-forward summery-hued designs, Le Bon models key pieces including the perfect sundress, a free-flowing cotton maxi with flattering short sleeves and white ribbon trims (£28.00). There is a sharp tailored Khaki shorts suit (£45.00) and a more relaxed offering with a knitted co-ord, palazzo pants (£16.00) and matching stripey waistcoat £12.50). A simple white broderie anglaise shift dress is pretty and feminine without the fuss. Swimwear includes the classic black one piece (£16), which is flattering and supportive and cut not too high, an elegant kaftan with fringing and cut-out details works as a beach cover-up or as a top or as a dress (£20) for evenings out.
Le Bon added: “Shoppers want that high-end fashion feel without it having to cost the earth. George takes trends and makes them work in the real world. Mixing high-end luxury and high-street fashion isn’t new, but it keeps getting better. There is something for everyone at George.”
The collection is available in selected stores and at George.com
