George at Asda announces Yasmin and Amber Le Bon as the faces of the Autumn Winter 25 collection

George at Asda is excited to reveal that supermodel Yasmin Le Bon, in her second collaboration with the brand, is joined this season by her daughter, model and DJ Amber Le Bon, to star in their Autumn/ Winter ’25 campaign.

Shot in the Cotswolds countryside by renowned photographer Simon Emmett, the campaign showcases a collection that blends modern silhouettes with a heritage-inspired mood. Statement outerwear, utility jackets, soft checks, laidback denim, and tactile textures evoke the ease of rural life while remaining effortless and wearable for every day.

At 60, Yasmin continues to prove that style is timeless, while Amber brings a fresh perspective, showing how the same pieces can be styled across generations. Together, they embody the emotional thread of inherited style, fashion as a shared language, passed down but always made one’s own.

Yasmin Le Bon: “It is so beautiful to be able to work with my daughter – we have so much unspoken connection, but more than anything we have a real laugh together. I feel like George has something for everyone; fashion is now more than ever timeless, ageless and attainable. George is going from strength to strength and, if you haven’t looked recently, give it a go, you’ll be pleasantly surprised.”

The campaign champions collaboration over competition, celebrating individuality and confidence at every stage of life. It’s a reminder that great style has no age limit and that clothes become most powerful when they carry personal stories.

Amber Le Bon: “What I love about this George collection is how versatile and wearable it is - every piece feels easy to make your own. The designs are modern, good quality and really well priced. Shooting with Mama made it even more special; we have such different styles, but we always inspire each other, which shows just how ageless these pieces really are.”

“We’re so excited to have Amber joining her Mum Yasmin Le Bon for our Autumn campaign,” said Liz Evans, Managing Director, George. “Their shared love of fashion and close relationship as mother and daughter perfectly embody the crossgenerational appeal at the heart of George, making them the ideal ambassadors for this season’s collection.”

Yasmin’s hero looks include the quilted paisley jacket, a standout layering piece, the denim shirt and drawstring trousers that balance ease with polish, and the classic denim dress, styled with boots for a modern countryside feel.

Amber brings a younger spin: a bright turquoise jumper for a pop of colour, a gingham blouse paired with black wide-leg jeans, and her go-to black biker boots, versatile enough for both city days and weekends away.

With prices starting from £8 for wardrobe staples through to £45 for outerwear, the AW ’25 collection continues George’s commitment to style, quality and accessibility for all. The George at Asda Autumn / Winter ’25 Collection is available from today in selected stores nationwide and online at George.com.