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George at ASDA womenswear

Spring 10

Looks

Dresses provide the focal point for George at Asda’s spring 10 womenswear collection, and make a strong statement, taking in bold floral prints, darted tailored wool styles, sports-luxe silk-effect options with exposed zips, and a polka-dot prom look.

Elsewhere, nautical stands out as the key story, with a raft of Breton stripes on the rails, from skinny versions overlaid with floral placement prints (a DKNY reference that fellow value retailers such as Matalan have also interpreted) to wider-striped lightweight knitwear, sequined off-the-shoulder tops and V-neck jersey pieces.

The admiralty theme continues via Balmain-inspired jackets with regimental fastenings, while the return of romantic boho is referenced through smock-style tops, floral-printed tops edged in broderie anglaise and heavyweight loose-knit cardis. Hawaiian-print shirts tap into the desire for tropical prints that is coming through for spring 10, while the underwear as outerwear theme is touched upon with a tartan-print bra top. Denim is youthful, from an interesting zip-up bomber style to peasant-style tiered indigo denim skirts.

Key pieces

  • Sequin-striped off-the-shoulder top in navy and cream
  • Rivet-shouldered black waistcoat
  • Drawstring-style sporty dress with exposed zip
  • Floral-print tea dress
  • ight for the market?

As the only retailer making any reference to the football World Cup next year with its red and white “England” printed bikinis, it’s clear that George is aware of the profile of its shoppers. With dresses all coming in at under £18 and no overly slavish trend references, George knows its customers favour value for money over trends from the fashion glossies.

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