Love Island’s Sophie Piper fronts George at Asda’s new campaign

George at Asda is tapping into popular culture, hiring social media influencers to front a series of campaigns promoting its new G21 collection. The first up is Love Island All Star Sophie Piper.

Asda's trend-led collection, which is priced from £12, was designed with the fashion-forward customer in mind. The new range brings an "injection of style to suit all occasions and lifestyles".

During a photoshoot in London, Piper showcased the array of new season styles, including cargo pants, an oversized jacket and chunky biker boots.

She said: "I love every piece in the collection! It’s all so comfortable and versatile, offering trend-led style at accessible price points. As someone who is always rushing from one event to the next, I love that the collection can easily be dressed up or down, perfect for transitioning from day to night.

"It’s been an amazing opportunity to work with the George team to launch the new range and I can’t wait to see what’s to come in future drops."

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

"We’ve loved working with Sophie to reinvigorate and relaunch the new offering; her style encapsulates everything that the range stands for, and she was the perfect ambassador to kick off the new collection."

The brand will have four additional drops with new talent cropping up per release. G21 is available in-store and online at George.com from 4 April in sizes 6-24.