George at Asda launches ‘biggest womenswear campaign for years’

George at Asda has followed up last month’s ‘If You Know, You Know’ homeware campaign with its biggest womenswear campaign for years, following the same mantra and with a focus on “high-end fashion at high street value”.

Created by advertising agency Lucky Generals, at the heart of the campaign is a 30-second video on demand film, shot with the same cinematic style and set to the same soundtrack as the recently launched George Home campaign.

The film follows a series of women through everyday moments, from the looks exchanged by “savvy women who shop at George” to those carrying the quiet confidence of someone who knows they’ve found something special.

The main hero of the campaign is the product. From statement jackets and autumn checks to dresses, skirts and complete looks, it celebrates the design, quality and breadth of George womenswear, giving the collection a confident, fashion-led treatment across film, social channels and out of home (OOH).

The campaign also goes deeper into the collection through three social-first ‘Style Stories’, which are essentially product films “designed to highlight the craft behind the clothes”.

Celebrity stylist Sinead McKeefry has collaborated with George to style the new campaign. Having styled Claudia Winkleman for ‘Traitors’, her love of creating a “drama infused modern winter wardrobe” is evident in the new campaign imagery.

McKeefry said: “Tweed and tartans are classics, and I'll always use them in my styling for Claudia for ‘Traitors’. I am enjoying seeing these fabrics making their way into peoples’ city wardrobes now as well.

“There’s also a great full length structured wool coat - an investment piece that will last a lifetime. Another iconic piece for building an AW26 wardrobe is the classic Chelsea boot, again think quality to last you season after season.

“If I could take three things from the new George collection, they would be the brown faux fur jacket, the midi tartan pleat midi skirt and the cream pussy bow blouse.”

A series of OOH ads will apply the same approach to individual hero pieces, with oversized typography framing the collection including ‘The dress of the moment’ and ‘The statement jacket’, alongside the simple 'If You Know, You Know' sign-off.

Tom Hampson, Group Marketing Director at Asda, commented: “George has always been about the unique combination of brilliant style and quality at an exceptional price.

“This collection really shows what we can do. We’re incredibly proud of the design that has gone into it, so we wanted a campaign that lets the clothes speak for themselves and gives them the confident, fashion-led treatment they deserve.”

The big new womenswear push follows George at Asda’s AW26 menswear campaign launch last week, fronted by footballer turned Sky Sports and BBC Sport pundit Micah Richards – tapping into the growing intersection between football culture and fashion, while bringing a fresh and relatable energy to the supermarket giant’s clothing arm.

Supermarket fashion is undergoing something of a renaissance across the board, with Tesco last week relaunching a dedicated F&F website following the success it has had since it first relaunched F&F on Tesco.com in May 2025 with over 2,000 products.

The new website has been designed to make it easier than ever for customers to shop the latest F&F ranges, with a refreshed look and feel, enhanced functionality and a range of modern features aimed at improving the online customer journey – including improved search tools, curated styling inspiration and fashion-led imagery. Shoppers can now access hundreds of additional styles, more sizes and “online exclusive” ranges.

Not to be outdone, Sainsbury’s has also upped its game for its Tu clothing with its “most elevated collection” to date, which launched on 9 September for AW26.

The collection places greater emphasis on premium fabrics and statement outerwear, and it will arrive through phased monthly drops from September to December.

The Tu premium knitwear selection has four times as many options as previously, with Merino and lambswool joined by cashmere, mohair and alpaca. Lambswool pieces start at £34, while mohair starts at £45 and cashmere at just £69. The expansion follows Tu’s sold out 100% cashmere launch in 2025.

Outerwear is another key product focus, spanning funnel-neck shapes, military-inspired detailing, PU finishes, wool-blend constructions and Tu’s first down-filled puffer coat, which costs £85 and uses recycled down and feathers.