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George Davies launches FG4 line in the UK

George Davies, the founder of Next, George at Asda and Marks & Spencer’s Per Una brand, launched his new fashion concept in the UK last night with a fashion show at a village hall in the Cotswolds.

Approximately 160 people were in attendance at Lifford Hall in Broadway, Worcestershire, for the launch of the FG4 womenswear and kidswear line, with local children and teachers acting as models for the new collection.

Tickets were priced at £5 with all proceeds donated to the local schools and guests were offered 20% off normal selling prices.

The FG4 collection comprises women’s tops priced between £8 for a strappy cami and £36 for an open knit three-quarter length sleeved jumper, with dresses priced from £40 for a floral print body-con style up to £65 for an embellished dress with maxi overlay in sizes 8 to 18. Necklaces are £15.

Girl’s leggings start at £5 and range up to £12 for jeggings, while tops start at £9 for a button-up tie-waist crop top to £15 for a floral print long-sleeve top with a peter pan collar. Dresses go up to £30 for embellished and detailed designs in age 3-4 years up to age 11-12.

Boy’s print T-shirts start at £5 with various graphic print designs, while belted denim shorts in pastel shades are £14. Blazers in age 3-4 years up to age 11-12 are £29.

“I started my career selling school uniforms directly to schools in my teens,” said Davies. “This is me getting back to my roots and getting back in touch with customers and the community.

”FG4 is doing very well in the Middle East, with around 85 franchise stores so here in the UK I’m trying to do something different and to invest back into schools.”

The range also launched online on the same day.

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