In Pictures: George at Asda launches first-ever elevated fashion collection

George at Asda raises the stakes with the first-ever supermarket elevated fashion collection, which can be picked up in the aisles during weekly shops.

The new capsule collection comprises of timeless, quality pieces, crafted in the style of ‘quiet luxury’. Focusing on quality and construction, each piece is created from sumptuous fabrics such as silk, linen, cotton, crepe and satin.

‘Exclusively at George’ aims to provide fashion-forward styles at accessible prices, with staple pieces that can be mixed and matched. The 40-piece collection emulates laid-back luxury, with slouchy suiting, patterned cotton dresses and ribbed knit separates.

Prices range from an affordable £12 100% Supima cotton tee to a full suit available for a purse-friendly £77. Standout styles include a pink two-piece suit and a navy crepe jumpsuit.

Standout dress-up-or-down styles include a pink two-piece suit with wide-leg trousers, as well as a navy crepe jumpsuit and a printed co-ord.

Exclusively at George will be available in-store and online from Thursday 11 May 2023.

This is the latest move in a series of Asda's innovations to elevate its fashion line. In February, Asda collaborated with Anya Hindmarch on a circular shopping bag project. In addition, in March, George at Asda set out on a mission to make lingerie shopping a luxury. The supermarket rebranded its lingerie department to encourage women to consider well-fitting and supportive lingerie as a form of self-care.