George at Asda autumn collection

George at Asda is tapping a ‘grungey’ feel for autumn/winter

Asda has embraced grunge and folk music for its new autumn and winter George clothing range.

New items include the ‘grunge collection’, ‘Folkloric’ and ‘Boudoir Chic’, and Asda said it wants to tap into demand for budget fashion items that represent punk and modern folk music.

Following the recent ‘Wear your Summer’ message, the new multimedia George campaign, with its strapline ‘Just Add Autumn’, launches today and will see the retailer provide online customers with recommendations on clothing based on their recent purchases.

“This campaign demonstrates George’s commitment to providing easy-to-wear and affordable fashion solutions for less,” said Andrew Moore, CMO for George and general merchandise.

“This autumn we will be providing a one-stop shop offering stylish, on trend ranges combined with practical advice on how to wear key pieces to update and rescue wardrobes for less for the new season.”

Since the recent change in the weather, Asda said coat sales rose 134% online while in-store boot sales increased by 121%. has reported a 45% surge in sales of womenswear since the recent launch of its new autumn and winter range.