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Asda launches emerging designer brand

Asda’s clothing label George is launching a new sub-brand of designs handpicked from some of the stars of Graduate Fashion Week.  

G21 Talent will enter Asda’s entire 564 store portfolio this week with collections from five emerging designers – Claire Acton, Chloe Jones, Jessica Piper, Frankie Quinn and Chloe Horsfield.

Asda, which sponsors Graduate Fashion Week, 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”.

The range, which retails for less than £20, will also be available online and internationally.

Asda’s chief merchandising officer for George and general merchandise, Andrew Moore, said: “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.”

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