George at Asda launches pocket friendly AW21 collection with first digital fashion film during London Fashion Week

George at Asda launches its strongest AW collection to date with a striking short film championing the brand’s exclusive designs and sustainable credentials.

Launched with an exclusive screening at Shoreditch’s Mondrian Hotel during London Fashion Week – a first for a supermarket fashion brand – the film’s back to nature narrative heralds a reset moment in fashion after months of uncertainty.

Promoted across George owned socials and designed to be shareable as part of the shopping experience, the brand film will appeal to existing as well as newer younger customers who shop via IG, Tik Tok and Youtube.

Where traditionally the clothes shown on catwalks are often out of the financial grasp of most people, the Made for You campaign takes inspiration from personality-led outfitting, offering shoppers everywhere planet-friendly pieces at the pocket-friendly prices so synonymous with the brand.

According to Wrap over 350,000 tonnes of clothing end up in landfill in the UK every year with less than 1% being reused.

Alongside new trend collections, George also sell Preloved Vintage clothing in 50 of their stores, saving over 10,500 items from landfill so far this year. The brand’s new Take Back Scheme rewards customers with a 10% discount to shop when they register online to return unwanted clothing and home textiles.

Shot on the outskirts of London in Epping Forest with breathtaking aerial woodland views, the short film plays into the increasing trend for consumers watching video as part of their online browsing habits.

The film follows two friends exploring the rural locale, traversing wild fields and dancing through woodland in colourful and playful autumnal styles.

Tying neatly into the brand’s overarching seasonal campaign which plays to four  unique personalities in place of the style tribes of old; the Extrovert – a colourful, print-clashing characterwith a desire to stand out, eco-conscious Upcycler, preferring natural, earthier tones, Self-carer champions wearing what you really love and looking after it as much as you do yourself, whilst Modern Family’s key value is long-lasting relationships with your wardrobe.

Jade Snart, senior sustainability and compliance expert for George at ASDA, says: “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.”

Star pieces from the collection include a fuchsia minidress with exaggerated sleeves and a stylish square neckline and a gingham blouse complete with on-trend babydoll collar. A ‘70s inspired swing dress in standout pinks and corals is the perfect trans seasonal purchase, whilst Scandi fair isle and neon chunky knits make the return of cold weather appealing.

The collection is available in selected stores and at now