George at Asda to launch new brand

Clothing brand George at Asda will this week launch a brand new fashion brand which champions upcoming British talent, it has been announced today.

G21 Talent is a new range of graduate designs handpicked by the brand at last year‘s Graduate Fashion Week and aims to support the next generation of design talent.

Designed by “style stars of the future” Claire Acton, Chloe Jones, Jessica Piper, Frankie Quinn and Chloe Horsfield, the range is the latest initiative from the retailer which has sponsored the Fashion Week event since 2011 in a bid to support youth unemployment.

Commenting on the move, Asda‘s Chief Merchandising Officer for George and General Merchandise, Andrew Moore, said: “We have championed British fashion design for the last 22 years, investing in first class talent and growing our 70-strong team of leading designers.

George is now an international brand, exporting the best of British design to seven different countries around the world including Canada, Brazil, Chile, Argentina, Japan and the US, and through franchises in the Channel Islands and the Middle East and online at to 24 countries in Europe.

“Investing in the next generation of British fashion designers is crucial to the significant growth of not just George but the UK fashion industry as a whole.”

Collections will be available across the UK, internationally and online and George at Asda will continue to recruit graduates to aid the design process and build its team.

As part of the scheme, each graduate will be mentored to deliver high-quality fast fashion and Moore believes that offering full-time work and paid placements to graduates is vital to driving creativity.

“Over the long-term our strategy is to recruit graduates across our entire business, creating opportunities in marketing, buying, merchandising and beyond,” Moore explained.

“In the short-term we will be developing the G21 Talent brand through paid placements and creating even more opportunities for the next generation of British fashion designers.”


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