Asda launches AW21 collection with London Fashion Week film

By

Sandra Halliday

Published
Sep 22, 2021

London Fashion Week may not be what’s normally associated with the George at Asda brand, but the value-priced supermarket label chose the event to launch its new autumn/winter collection. It unveiled a short film that pushes the label’s sustainability edge and its exclusive designs.

The film was shown at Shoreditch’s Mondrian Hotel during LFW and forms part of the George Made for You campaign, as well as being a first for a supermarket fashion label.

The film can be found on George’s social media channels and is designed to be appreciated both by existing family shoppers as well as younger consumers who are accustomed to viewing and then shopping via Instagram, Youtube and Tim Tok.

The company said the film is all about “planet-friendly pieces at the pocket-friendly prices”.

The move comes as Asda’s new owners put major backing behind the George label, despite speculation when they took over the supermarket earlier this year that George would be sold.

Instead, they’ve head-hunted FatFace’s CEO to run George, linked up with Missguided that’s now selling its products alongside George in Asda stores, and entered the pre-loved fashion arena through 50 stores.

And George’s sustainability focus with this new film comes at a time when more and more fast fashion firms are trumpeting their own sustainability credentials.

Jade Snart, senior sustainability and compliance expert for George at Asda, said: “The George for Good Pledge means sustainable fashion is always at the forefront of the business. As the second biggest volume retailer in the UK, we have a duty to help make a difference, making aspirational pieces that are kinder to the planet, and ensuring all our customers are in a position to buy into new season styles in a conscious way. This year’s autumn/winter collection is our strongest yet, both visually and in terms of sustainability; we’ll keep making steps towards making meaningful changes.”