Asda’s clothing department George launched its first ever fashion film along with its new eco-friendly autumn/winter line as part of its ongoing Geoge for Good Pledge.
The film was launched at London Fashion Week, an exclusive screening at Mondrian Hotel in Shoreditch. This made it the first supermarket brand to be present during this biannual event.
Two girls are out exploring the country in their brand’s latest autumn collection. Highlights include a floral and fuschia minidress as well as a swing dress inspired by 70’s fashion and Scandinavian fairisle knits. The line is described by the retailer as being pocket-friendly and planet-friendly.
Jade Snart (Senior Sustainability and Compliance Expert at George at Asda), stated that the George for Good Pledge ensures sustainable fashion is at the forefront of the business. “We have a responsibility to make a difference as the UK’s second largest retailer. This includes making sustainable fashion pieces and ensuring that all customers can buy new season styles in a responsible way.”
This eco-friendly collection is part of the retailer’s ongoing efforts to improve its sustainability. George launched a Preloved Vintage collection earlier in the year to 50 stores. The company also introduced a Take Back Scheme that allowed customers to return unloved textiles for a 10% discount.
Snart said that the new collection was “our strongest to date, both visually as well as in terms of sustainability.” We’ll continue to make meaningful changes.
You can now find the collection in select Asda stores as well as on the official George website.