// George at Asda launches its new collection with its first ever digital fashion film at London Fashion Week
// The film is designed to be shareable as part of the shopping experience
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.
The digital film was launched at Shoreditch’s Mondrian Hotel during London Fashion Week as part of the George at Asda’s Made for You campaign which was a first for a supermarket fashion brand.
The film is now 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 its new trend collections, George is also selling preloved vintage clothing in 50 of it stores.
In addition to this, its new take back scheme rewards customers with a 10 per cent discount on shopping when they register online to return unwanted clothing and home textiles.
George at Asda senior sustainability and compliance expert Jade Snart 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.”