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George at Asda launches AW21 collection with fashion film at London Fashion Week

Tom Shearsmith
21 September 2021

George at Asda has launched its Autumn/Winter 2021 collection with a short film championing the brand’s exclusive designs and sustainable credentials.

Launched with an exclusive screening at Shoreditch’s Mondrian Hotel during London Fashion Week, the film’s back to nature narrative heralds a reset moment for fashion opportunities after 18 months of uncertainty.

Promoted across George owned socials and designed to be shareable as part of the shopping experience, the brand film has been created to appeal to existing customers and newer younger customers who shop via Instagram, TikTok and Youtube.

Where traditionally the clothes shown on catwalks are often out of the financial grasp of most people, the Made for You campaign takes inspiration from personality-led outfitting, offering shoppers planet-friendly pieces at pocket-friendly prices.

Alongside new trend collections, George also sell Preloved Vintage clothing in 50 of their stores, saving over 10,500 items from landfill so far this year. The brand’s new Take Back Scheme rewards customers with a 10% discount to shop when they register online to return unwanted clothing and home textiles.

Shot on the outskirts of London in Epping Forest with breathtaking aerial woodland views, the short film plays into the increasing trend for consumers watching video as part of their online browsing habits. The film follows two friends exploring the rural locale, traversing wild fields and dancing through woodland in colourful and playful autumnal styles.

Jade Snart, Senior Sustainability and Compliance Expert for George at ASDA says, “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.”

The collection is available in selected stores and online now.

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