George at Asda has launched its latest fashion campaign, fronted by dynamic mother-and-daughter duo Yasmin and Amber Le Bon, celebrating denim as a timeless wardrobe essential.
The campaign brings together two generations of style, “highlighting how denim transcends age, trends and occasion.”
Shot in a minimalist setting, the focus is firmly on shape, fit and modern silhouettes, blurring the lines between high fashion and everyday dressing.
Yasmin and Amber showcase the newest denim shapes, styles and washes in a pared-back palette of indigo, grey and black, reinforcing denim’s enduring appeal as an everyday stapleREAD MORE: “Doing a podcast is an ambition I’ve had since Meanwhile booked me” – Manchester agency pulls Bez in for “not an agency podcast”
Hero pieces include a smart indigo stretch jean (£20), styled with a classic white vest for a fresh summer update. Amber also models double denim with a sharp longline waistcoat (£18) and Palazzo jeans (£22), offering a modern take on a 70s silhouette. Yasmin opts for a relaxed look in a pinstripe tank and looser-fit jeans (£22) in a paler wash.
For a more refined feel, both wear black denim jeans and jackets, proving the versatility of denim for a simple yet elevated aesthetic.
George at Asda’s denim range is driven by design intelligence, combining fit, function and fabric innovation to lift and sculpt. From ultra-stretch Wonderfit skinny jeans to mom, boyfriend and wide-leg styles, the collection offers flattering options for everybody.
As shoppers increasingly prioritise longevity over fast-moving trends, supermarket fashion continues to lead with well-made, well-priced denim that delivers both style and quality.
The collection is available at George.com and in selected stores from today (Monday 23 February), priced from £18 to £26, in sizes 8–24.
With roots dating back to a Yorkshire family business in the 1920’s, the first Asda officially opened on 3rd May 1965. Today, Asda today employs more than 140k colleagues across its stores, depots, offices in Leeds and Lutterworth and wholly owned subsidiaries including IPL, Forza, and Kober.
