Supermodel Yasmin Le Bon stars as face of George at Asda’s SS25 campaign

Supermodel of the 80s and 90s Yasmin Le Bon, who turned 60 last October and still struts the catwalk, is the face of George at Asda’s new SS25 campaign in a year that the Leeds-founded supermarket also celebrates its 60th anniversary.

Le Bon, adds "a touch of glam" to George’s latest summer collection that aims to make fashion affordable to all, with prices starting at just £8.

Liz Evans, Chief Commercial Officer of George and Retail Stores, said: "We’re incredibly excited to have Yasmin Le Bon as the face of our summer fashion collection. Yasmin’s timeless appeal resonates across generations, making her the perfect ambassador to represent our vibrant, inclusive, and fashion-forward pieces this season.

"As proud members of the wider Asda family, we’re thrilled to be celebrating our 60th birthday - and partnering with an icon like Yasmin, who is also celebrating her 60th year, makes this milestone even more meaningful."

In the campaign, Le Bon models key hero pieces including a free-flowing cotton maxi dress with short sleeves and white ribbon trims (£28), a sharp tailored khaki shorts suit (£45) and a knitted co-ord of palazzo pants (£16) and matching stripey waistcoat (£12.50).

There’s also a white broderie anglaise shift dress, swimwear including a classic black one piece which is "flattering and supportive but cut not too high" and a kaftan with fringing and cut-out details which works as a beach cover-up, or as a top or as a dress for evenings out.

Le Bon commented: "George is a success story to be proud of. I am passionate about clothes that can lift your spirits, and having fun with fashion should be for everyone. Wearing something you love can bring joy and a pop of colour can brighten your day. It's a privilege to be a part of this celebration.

"Shoppers want that high-end fashion feel without it having to cost the earth. George takes trends and makes them work in the real world. Mixing high-end luxury and high-street fashion isn't new, but it keeps getting better. There is something for everyone at George."

Yesterday, it was reported that Asda is trialling its first standalone George store at the Crown Point Retail Park in Leeds.

Asda founded George, the UK’s first ever supermarket clothing brand, in 1989 in collaboration with fashion designer and retail entrepreneur, George Davies, who had previously launched Next on the high street in 1982 and the Next Directory in 1987.