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George at Asda launches new fashion brand

George at Asda has launched a new high street fashion brand that champions new fashion talent.

GENERAL MERCHANDISE

George at Asda launches new fashion brand

The ‘G21 Talent’ collection has been created by five fashion graduates who showed at Graduate Fashion Week which George at Asda sponsors.

Designed by Claire Acton from the University of Central Lancashire, Jessica Piper from Kingston University, Frankie Quinn from Manchester Metropolitan University, Chloe Horsfield of the University of Northumbria and GFW 2013’s George Gold Award winner Chloe Jones from Bath Spa University, the collection aims to bring a trend-led edge to the George at Asda range.

Andrew Moore, chief merchandising officer for George, said: “We will be developing the G21 Talent brand through paid placements and creating even more opportunities for the next generation of British fashion designers.”

As a part of the new enterprise, George will be taking the new graduates under its wing to teach them the fundamentals of the design process and pass on key skills required in the industry.

Gold Award Winner Chloe Jones added: “George was a great experience, and it was really exciting to see my range come out. I feel that I have had an amazing year.”


 

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