Building on the success of her second edit, George at Asda has unveiled fashion and lifestyle journalist and influencer Erica Davies’ third Style Stories edit.
The curated womenswear edit embodies the essence of timeless fashion, with a collection of must-have pieces to elevate your everyday essentials.
Bringing affordability and style that’s made to last, Erica’s Style Stories edit features elevated styles like side stripe tailored trousers, checked knits, chic polos, stylish denim and cable knit sweaters consisting of beautiful autumnal tones, deep reds, mocha and charcoal, to mix and match with your existing wardrobe.
Hero styles in Erica’s edit include a three-piece grey checked suit, burgundy high-waisted tailored trousers, and a classic striped shirt – wardrobe essentials for autumnal layering.
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Davies said: “I am so excited to share my latest Style Story edit. It’s a sophisticated autumnal colour mix of preppy pieces and wardrobe classics, making everyday dressing easier and more stylish this season.”
Davies collaborated with George to create a collection that showcases her essence of style and understanding of the fashion industry, featuring easy-to-wear, fashion-forward pieces perfect for the new season. Erica has a long-standing relationship with George at Asda, proving her fashion status by selling out styles she has previously worn on Instagram posts to her 283k followers.
The fashion journalist became Fleet Street’s youngest ever fashion editor when she took over the gig at The Sun aged just 24 and has since gone on to establish a formidable online presence through her blog the-edited.com and Instagram account, where she shares her straight-talking and relatable fashion and interiors advice with her nearly 300,000 followers.
Asda‘s roots date back to a Yorkshire family business in the 1920’s, while 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, Kober and LEON.
The collection is available online and in selected stores from Tuesday, 26th August. Prices range from £16 for shirts, and up to £40 for coats available in sizes 8 – 24. The range is made up of 45 pieces for AW25, and 20 for Christmas.
