Stylish Leicester Tween Helps Design New Range for George at Asda
(firmenpresse) - LONDON, UNITED KINGDOM -- (Marketwire) -- 10/18/11 -- Ellen Ferguson, 14, from Leicester, 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 Ellen 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'.
Ellen made the cut to be part of the George 'fash pack', becoming the overall winner 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.
Winning the Style Scouts competition gave lucky Ellen the chance to consult on the new Christmas collection which is aimed at girls aged 9-16. Her journey has involved travelling the globe to spot new trends with the George designers for future collections and starring in a professional photo shoot to model the first range.
Ellen said: "I've loved being a George Style Scout, particularly having the chance to travel to Barcelona and work 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 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 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 GBP 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.
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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.
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Datum: 18.10.2011 - 15:20 Uhr
Sprache: Deutsch
News-ID 77458
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