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George at Asda reveals second 'Style Stories' edit with Erica Davies

Tom Bottomley
24 January 2025

George at Asda has revealed its second ‘Style Stories by Erica Davies’ edit, following the sell-out success of her debut range in September last year.

Available in-store and online from 30 January, Style Stories includes statement pieces and "staple must haves", including the official online launch of its £38 leopard print bomber - already causing a stir on social media channels following its preview in stores last week.

Fashion editor, stylist, author and influencer Davies, who has 260,000 followers on Instagram, worked alongside the George at Asda design team to create the 25-piece collection.

Combining classic denim with pops of dopamine brights and the influencer’s signature leopard print, the pieces "can be worn together or individually as everyday wardrobe heroes for seasons to come".

Other key pieces in the second range include slogan sweaters in colour contrasting brights, slouchy denim trousers and jackets, floral blouses and striped cardigans.

George at Asda

Fans of Davies’ first edit will also be pleased to see the return of the statement leopard print trousers, this time in a straight leg jean, styled with a leopard print overshirt for a bold take on the animal print trend.

Davies said: "George have always been able to bring style to every woman with great, wearable, affordable fashion. That’s why it’s such a privilege to work with them again on this latest edit."

While the 25-piece collection will be available online and in selected stores from 30 January, there will also be new drops throughout the season. Prices range from £8 for tops up to £38 for jackets, available in sizes 8-24.

The unveiling of the new ‘Style Stories by Erica Davies’ edit follows news earlier this week that British actress Maisie Smith is the face of George at Asda’s new G21 collection, landed in stores yesterday, 23 January.


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