George at Asda has unveiled models Yasmin and Amber Le Bon as the faces of its autumn/winter ’25 collection.

Supermodel Yasmin Le Bon returns for her second collaboration with the brand, joined by her daughter, model and DJ Amber Le Bon.

The campaign, which is shot in the Cotswolds countryside by photographer Simon Emmett, showcases a collection that “blends modern silhouettes with a heritage-inspired mood”.

The collection features statement outerwear, utility jackets, soft checks, laidback denim, and tactile textures. It is available from today (22 September) in selected stores nationwide and on the George website. Prices start from £8 for wardrobe staples through to £45 for outerwear.

The campaign is designed to “champion collaboration over competition,” celebrating “individuality and confidence at every stage of life”.

“It is so beautiful to be able to work with my daughter, we have so much unspoken connection, but more than anything we have a real laugh together,” said Yasmin Le Bon.

“I feel like George has something for everyone; fashion is now more than ever timeless, ageless and attainable.”

George managing director Liz Evans said: “We’re so excited to have Amber joining her Mum Yasmin Le Bon for our autumn campaign.”

“Their shared love of fashion and close relationship as mother and daughter perfectly embody the cross-generational appeal at the heart of George, making them the ideal ambassadors for this season’s collection,” she added.

Earlier this month, George at Asda launched an adult adaptive clothing range, honouring the legacy of breast cancer campaigner Nicky Newman.

The retailer’s range is designed for people with additional needs, with features including openings for feeding tubes, discreet pockets for stoma bags, easy on fastenings and metal-free zips.

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