George at Asda launches new collection with first ever digital fashion film
George at Asda has launched its new autumn/winter collection with a short film that aims to champion the brand’s exclusive designs and sustainable credentials.
Part of the George at Asda’s Made for You campaign, the digital film was launched at Shoreditch’s Mondrian Hotel during London Fashion Week, which was a first for a supermarket fashion brand.
The film is being promoted across George owned socials and is designed to be shareable as part of the shopping experience. George at Asda said the film will appeal to both existing customers and a younger generation of shoppers who typically buy items via IG, Tik Tok and Youtube.
The brand also revealed that the campaign takes inspiration from personality-led outfitting and offers shoppers “planet-friendly pieces at the pocket-friendly prices”.
Alongside new trend collections, George also sells preloved vintage clothing in 50 of it stores. In addition, its new take back scheme rewards customers with a 10% discount on shopping when they register online to return unwanted clothing and home textiles.
Jade Snart, senior sustainability and compliance expert for George at Asda, said: “The George for Good Pledge means sustainable fashion is always at the forefront of the business. As the second biggest volume retailer in the UK, we have a duty to help make a difference, making aspirational pieces that are kinder to the planet, and ensuring all our customers are in a position to buy into new season styles in a conscious way. This year’s autumn/winter collection is our strongest yet, both visually and in terms of sustainability; we’ll keep making steps towards making meaningful changes.”
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