George at Asda has partnered with fashion and lifestyle journalist Erica Davies for the AW24 season to create a capsule edit of womenswear, with aim of bringing affordable and accessible style to everyone. Style Stories by Erica Davies is a curated collection of 12 looks, made up of staple pieces and on trend statements. Working alongside George, Erica brought her decades of industry experience and expert eye for style to create a collection of easy to wear, fashion forward looks for the new season. Combining classic denim with on trend prints, the pieces can be worn together or individually as everyday wardrobe heroes for seasons to come.
Key pieces include the leopard print draw waisted jeans teamed with colour pop knits, versatile 3-in-1 parka jackets and classic trench coats worn with laidback varsity style hoodies and floral print lightweight bombers, offering perfect layering pieces for the transitional 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 260k followers.
Speaking on the collection Erica said ‘I really want all the pieces to be everyday wardrobe heroes; clothes you’ll wear again and again in different combinations. And while leopard might be a key trend for the new season, for some of us it is a classic that will never date!’
The 45-piece collection is available online and in selected stores now, with new drops throughout the season. Prices range from £6 for tops up to £60 for coats available in sizes UK8-UK24.