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George at Asda reveals Maisie Smith as face of new G21 collection

Tom Bottomley
21 January 2025

George at Asda has unveiled British actress Maisie Smith as the face of its new G21 collection, landing in stores nationwide on 23 January.

She is the latest star to partner with Asda for the G21 range, following recent collaborations with Love Island’s Sophie Piper and TikToker’s The Lewis Sisters.

Smith worked with the G21 design team to curate the 35-piece capsule collection, which includes streetwear-inspired cropped bomber jackets, jersey pieces and satin slips in a muted palette of grey and denim, with pops of vibrant red.

A regular on British TV screens from the age of seven, Smith captured the hearts of the nation as Tiffany Butcher in ‘Eastenders’, and demonstrated her impressive dancing skills as a contestant on 2020’s ‘Strictly Come Dancing’ – reaching the final but losing out to Bill Bailey.

The actress has since gained attention on TikTok, amassing more the two million followers.

Delia Phillips, Senior Director of Buying and Design at George, said: "We listened to our trend led customers who told us that style, affordability and wearability were most important when it came to their fashion choices, and the G21 range answers just that.

"We’ve loved working with Maisie as the latest ambassador for the label, her style encapsulates everything that G21 stands for."

Smith added: "I really like the red satin skirt that we paired with a cozy grey jumper which gave the look a really casual vibe. There’s also such a strong denim selection too.  A fitted denim two piece with some sporty trainers is bold yet still casual, the baggy and grungy jeans give proper Y2K vibes too."

The collection also includes feminine pinafore dresses and floral maxis, styled under puffer jackets and paired with trainers “for an athleisure twist”.

Retail prices for the collection start at £12 for a t-shirt, going up to £40 for a cropped puffer jacket, all available in sizes 6-22.


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