Supermarket fashion goes plus-sized: George at Asda launches range in sizes 18-32 with prices starting from £8
- Supermarket clothing retailer launches George Plus this week
- Responds to demand as average UK woman is now size 16
Published: 15:56 BST, 11 September 2014 | Updated: 20:03 BST, 11 September 2014
George at Asda launched its first ever plus size clothing line this week.
Called George Plus, the supermarket fashion brand's new line starts from size 18-20 depending on the garment, and goes up to a 30-32.
As the average British woman is now a dress size 16, the brand has responded with a collection of fashion-led pieces made to flatter fuller figures.
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Stripe and butterfly tops are £10 each, the textured blazer is £16 and the leggings £8 each
The launch range consists of 35 pieces, including blazers, skater dresses, embellished and long line tops, leggings and maxi skirts.
Prints include breton stripes, florals and jacquard.
All pieces are designed in an easy to wear, flattering way while still incorporating a nod to the latest fashion trends.
George says the plus size market is still significantly under-represented in the fashion world, so it wanted to deliver style and choice for the best value.
Prices start at a competitive £8 for leggings or a simple top, making them more affordable than other High Street plus size ranges like Evans and ASOS Curve.
Blue butterfly and black and white floral print dresses, both £12 each
Plus Size V-neck Floral Top and Amour top, both £10 each (and just £8 for the leggings)
Head of Design for George, Helen Low, said: 'George shoppers want plus-size clothing that is on-trend, affordable and great quality.
'It’s important to us that we created a range designed specifically with plus-size silhouettes in mind.
'We have used our expertise to really work with garments that are cut perfectly, so the look and fit of these pieces means that our shoppers never have to compromise on style.
'Our range will take each of these important elements and deliver a fashion-forward capsule wardrobe that will make women look and feel great.'
The full range will be available online now at www.george.com
Plus Size Barcode Butterfly Top, £12 (l) and Plus Size Floral Dress, £14 (r)