George at Asda has launched a partnership with online fashion retailer Missguided. There will be a variety of items from G21 womenswear and the Holy Field athleisure collection.

The partnership is part of George’s strategy to appeal to younger generation shoppers, connecting with them through fashion-forward clothing brands they know well. Since its inception in 2009, Missguided has been at the forefront of trend-led clothing. Missguided’s online store draws its inspiration from popular culture and social media to create large collections quickly.

woman in white dress sitting on red flower field during daytime

Combined expertise We have been able to move at a rapid pace thanks to our focus on agile processes and test and learn, and we’ve taken the learnings from each one to improve the customer experience.”

The retailer has previously partnered with In The Style, Lee and Wrangler, Threadbare, Brave Soul and Girls on Film, all of which are currently available at select Asda stores and online. George announced earlier this year that the retailer will be partnering with 16 to 20 third-party brands in 2021.

Matthews added: “We continue to grow the roster of brands we’re able to offer, with more exciting collaborations planned that complement our core George fashion business.”