George at Asda offers elevated style in the aisles with new Studio Edit collection

Quiet luxury has been the biggest fashion shift of the year and it has made its way to supermarket fashion with George at Asda using London Fashion Week to unveil Studio Edit – a collection of stylish, sleek clothing designed to 'elevate the everyday'.

The Studio Edit builds on the Exclusively at George capsule collection which was launched earlier this year and enjoyed strong success with consumers who snapped up a £77 pink trouser suit and a £12 Supima cotton t-shirt that was a fraction of the cost of equivalent styles elsewhere.

The launch of Studio Edit took place at the start of London Fashion Week

Studio Edit focuses on quality fabrics and finishing touches normally only found on far pricier pieces and is designed to be the ultimate 'buy now, wear forever' collection.

With prices starting from £15 and sizing from 6 – 24 depending on style, the womenswear timeless wardrobe heroes include the perfect oatmeal coat, straight-leg indigo denim and black knitted midi. These sit alongside trend-led pieces including a striped knit and a graphic co-ord that would not look out of place on a London Fashion Week catwalk.

The new Studio Edit collection

Meanwhile, the menswear line brings soft tailoring into focus, with sharp Crombies, zipped knits and chinos designed for work and play alike. The collection has been  designed with versatility in mind and sizing runs from XS-XXL depending on style.

Delia Phillips Senior Buying and Design Director at George at Asda said: "We're thrilled to introduce Studio Edit and couldn’t be prouder of the designs the team have created. The collection is a real celebration of quiet luxury, offering everyone styles that are not only beautiful, but built to last. Everyone deserves to experience the joy of premium fashion, and with Studio Edit, it's more accessible than ever at George at Asda.”

Anais Gallagher attends the Studio Edit launch

The collection launches in selected Asda stores and online on Monday 18 September and its unveiling was marked by a chic breakfast held in London today, on the first day of London Fashion Week, which was attended by fashion press, influencers and stylish celebrities including Chloe Lewis, Rio Frederika, Sian Welby, Anais Gallagher and Kat Shoob.