Laura Whitmore models new designs for George at Asda created by budding young fashion designers who won its G21 talent competition.
The new label, G21 Talent, is a range of fashion-forward designs inspired by the catwalk, as part of George at Asda's pledge to nurture young fashion talent in the UK.
The collections are by five up and coming designers, Claire Acton, Chloe Jones, Jessica Piper, Frankie Quinn and Chloe Horsfield. The ranges will be limited edition and available for three months.
The winners were all part of Graduate Fashion Week (GFW), sponsored by George, and have been chosen to work with mentors from the brand to bring their unique ideas to the high street.
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GFW George Gold Award Winner Chloe Jones (top image), has created a collection of oversized pieces in classic shapes, using her signature bold patterns and design twists to create her highly original range.
Claire Acton (below) has explored fabrics, prints and techniques to bring high fashion to an affordable price point, drawing inspiration from the 60s - very on trend for this season.
Jessica Piper has worked to create a casual yet feminine take on ‘skateboarding’ by focussing on bright colours, loud signature prints and intricate details to create a laid back, wearable range.
Frankie Quinn adapted her high fashion catwalk collection into wearable floral prints inspired by Mary Katrantzou and iconic bold and bright sixties fashion.
Fiona Lambert, George Brand Director, said: “During its early years G21 Talent will be focused on recruiting graduate fashion designers to help create ranges.
"Our ambition is to cast the net wider, employing fashion graduates across the wider business with opportunities in marketing, buying, merchandising and beyond, helping develop the brand and creating jobs for fresh young talent.
She added: “Students are the life blood of the fashion industry, supporting new, emerging talent is one of the surest ways to future-proof, not just our business, but our industry, allowing us to grow, innovate and make a difference for many years to come."
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