George at Asda is aiming to bring serious style without the serious price tag, putting fashion centre stage to showcase its Autumn womenswear collection in a mjaor new advertising and marketing campaign.
Devised by Lucky Generals, the activity celebrates the design, quality and breadth of George womenswear. From statement jackets and Autumn checks to dresses, skirts and complete looks, the work is designed to give the collection a confident, fashion-led treatment across film, social and OOH.
At the heart of the campaign is a 30-second VOD film, shot with the same cinematic style and set to the same soundtrack as the recently launched George Home work. The film follows a series of women through everyday moments, from the looks exchanged by savvy women who shop at George to those carrying the quiet confidence of someone who knows they’ve found something special – while keeping the clothes firmly at the centre of the story.
It goes deeper into the collection through three social-first “Style Stories”, designed to highlight the craft behind the clothes. “The Jackets” celebrates one of the season’s “hero” categories; “Design Details” gets closer to the quality and considered touches within individual pieces; while “Autumn Fit” brings together complete seasonal looks. Together, they give the George creative and design team’s work the space to shine.
Celebrity stylist Sinead McKeefry has collaborated with George to style the new campaign. Having styled Claudia Winkleman for Traitors, her love of creating a drama-infused modern winter wardrobe is evident in the new campaign imagery.
A series of OOH executions applies the same approach to individual hero pieces, with oversized typography framing the collection as the Autumn fashion finds worth knowing about. “The dress of the moment” or “The statement jacket” sit alongside the simple sign-off: “If You Know, You Know.”
The campaign also features a partnership with Grazia for London Fashion Week, with a major collaboration spanning a dedicated George x Grazia magazine and high-impact DOOH across London, including the Cromination media site.
The activity is the latest chapter of George’s “If You Know, You Know” brand platform, launched last month with its Autumn homeware work. Created by Lucky Generals, the platform brings George Home and Fashion together under one creative idea for the first time, celebrating shoppers who already know that great style doesn’t have to come with a premium price tag while inviting everyone else to discover it.
George at Asda group marketing director Tom Hampson said: “George has always been about the unique combination of brilliant style and quality, at an exceptional price. This collection really shows what we can do. We’re incredibly proud of the design that has gone into it, so we wanted a campaign that lets the clothes speak for themselves and gives them the confident, fashion-led treatment they deserve. ‘If You Know, You Know’ is about celebrating the people who already know just how good George can be – and hopefully letting a few more people in on the secret.”
Lucky Generals creative directors Ed Cole and Lewis Bostrand-Mooney added: “People know George for value, but they may not be aware of its stylish fashion credentials. Our ‘If You Know, You Know’ platform aims to redress that balance by celebrating what our savvy fans already know: that George is the place for the fashion-forward, the style-conscious, and yes, the value seekers. If you know, you know, and if you didn’t know, well now you do.”
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