Asda launches emerging ‘talent’ brand

Clothing label George at Asda is launching a new sub-brand, which will champion emerging British talent and support the next generation of design talent. Launching this week, G21 Talent, comprises entirely from graduate designs,

handpicked from some of the starts of Graduate Fashion Week 2012, and the debut collection will include designs from five emerging designers – Claire Acton, Chloe Jones, Jessica Piper, Frankie Quinn and Chloe Horsfield.

George

at Asda continues to support graduate fashion designers

The collection, which retails for less than 20 pounds, will be sold in more than 560 Asda-stores across the UK as well as online, and in the retailer’s George franchised stores in the Middle East and Europe.

Highlights from the range includes an eye print blouse and a hair clip printed shift dress designed by Claire Acton, and an animal print cardigan created by Chloe Jones.

In addition to the designer’s creations being sold, George will also mentor each graduate featured through the design process, passing on the skills required to create exciting, fashion forward catwalk creations.

This is the supermarket’s latest initiative to support youth employment, the chain has sponsored the Fashion Week event since 2011, and as well as the introduction of the new label the retailer has also confirmed that it is planning to recruit further young designers in jobs and paid placements “to build a strong design team who will create collections for the new label”.

Asda’s chief merchandising officer for George and general merchandise, Andrew Moore, said: “We have championed British fashion design for the last 22 years, investing in first class talent and growing our 70-strong team of leading designers.

“Investing in the next generation of British fashion designers is crucial to the significant growth of not just George but the UK fashion industry as a whole.

“Over the long-term our strategy is to recruit graduates across our entire business, creating opportunities in marketing, buying, merchandising and beyond. In the short-term we will be developing the G21 Talent brand through paid placements and creating even more opportunities for the next generation of British fashion designers.”

Image: George at Asda - G21 Talent