Stylish Gloucestershire Tween Helps Design New Range for George at Asda

LONDON, October 14, 2011 -

Clementine Ralph, 16, from Gloucestershire, has been enlisted by George at Asda as the brains of fashion’s next generation.

The George team, based at George House, Lutterworth, called on Clementine and three other teenage trendsetters to help them design a stylish new collection for the tween girl market.  The range called ‘Love 2 Laugh’ will be available in-store and online from 13 October.

George ran a nationwide search to discover four young budding fashionistas with a keen eye for design in July.  The search was supported by teen site SugarScape and appeared across the George  at Asda social media outlets including Facebook attracting interest from hundreds of girls across the nation keen to become a ‘George Style Scout’.  

Clementine made the cut to be part of the George ‘fash pack’, after impressing judges with her evident passion for fashion, her knowledge of catwalk trends and designers as well as their creative visions for the teen fashion genre.  

As a Style Scouts competition winner, lucky Clementine had the chance to consult on the new Christmas collection, which is aimed at girls aged 9-16, and star in a professional photo shoot to model the first range.

Clementine said: “I’ve loved being a George Style Scout, working on the new Love 2 Laugh range with the George design team.  I’ve learnt a lot about how a new collection is created, and I can’t wait show my friends the range and wear my favourite items out and about knowing I’ve helped create them.”

She helped put a name to the new girl’s clothes collection and contributed their own creative visions on the garments, which with their input they now feel are perfect for the teen-girl market.

Paula Fowler, head of children’s wear at George at Asda, said: “We wanted to launch a capsule collection that would genuinely appeal to girls aged 9-16, and what better way to achieve this than enlist help of four of the UK’s trendiest teens!  It’s been great getting insight from the girls on what appeals to the notoriously hard to reach tween market and we’re confident that this new collection will be a hit with all young budding fashionistas.”

The new collection, Love 2 Laugh is made up of t-shirts, dresses, leggings and more and retails from £6.  The collection aims to provide a high quality and stylish alternative for tweens at affordable prices.  The new range will run alongside George at Asda’s existing G21 line, which is specifically for young women aged 18-25.  The supermarket retailer continues to the largest volume retailer for childrenswear.

Link to competition online www.sugarscape.com/node/647406 NOW CLOSED

Notes to Editors

About Asda Stores Ltd.
Founded in the 1960s, Asda today is one of Britain’s leading retailers.  It has over 170,000 dedicated Asda colleagues serving customers from 433 stores, including 31 supercentres, 302 superstores, 75 supermarkets, 27 ASDA Living stores, 23 depots and eight recycling centres across the UK (Great Britain and Northern Ireland).  It has its main home office in Leeds, Yorkshire and its George clothing division based in Lutterworth Leicestershire.  Asda serves over 18 million shoppers a week in store and its growing home shopping business serves over 97 per cent of UK homes.

For further information, please contact Claire Boyd, Euro RSCG PR: +44(0)161-234-9715 or email claire.boyd at eurorscg.com