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George at Asda launches designer collaboration with Parisian designer Max Azria

  • George at Asda partners with leading designer and CEO of BCBGMAXAZRIA to create exclusive Miley Cyrus inspired range.
  • Second designer collaboration of the year creating more choice for customers.
  • Launches in store this week starting from £6.


Launching this week, George at Asda is delighted to announce its second designer collaboration of the year with Max Azria designer and CEO of world famous fashion house BCBGMAXAZRIAGROUP Inc and best selling artist Miley Cyrus. The exclusive clothing line for George is a first in the UK and will include casual on trend tops, trousers, t-shirts, shoes and accessories starting from £6 in sizes S to XL in tops and 1-11 American sized jeans and shorts, designed specifically for the young adult market.

Max Azria is the second designer collaboration the store has launched this year and follows the announcement of the exclusive Charlie Allen for George tailoring collection. The BCBGMAZAZRIA brand is over 20 years old and the store is looking to bring a slice of high end fashion to the high street with a rock n roll edge through Miley.

The range is expected to fly off the shelves in the UK and with her X Factor guest appearance scheduled in the next couple of weeks, Asda is prepared for the demand.

George brand director Fiona Lambert says "We are absolutely thrilled to be launching our latest designer collaboration with leading fashion designer Max Azria and Miley Cyrus.

We have thousands of Miley fans amongst our customers and we have had a great number of requests for designer wear at supermarket prices, the collection will give our customers access to high end fashion without breaking the bank"

“Miley Cyrus is talented and approachable, so working with her sparked a line that is authentic and vibrant,” said Max Azria, designer and CEO of BCBGMAXAZRIAGROUP, Inc. “By partnering with Walmart we saw an opportunity to reach mainstream customers with our product and introduce our designs to a much broader audience.”

Miley Cyrus commented “I love creating looks that are all about personal expression and individuality. Collaborating with Max Azria has been amazing experience and I’m really excited about launching this line with Walmart.”

The collection will launch nationwide in 273 stores and online from 6th September. The collection is also be available on www.george.com

Posted in Press Centre on 06 September 2010