George at Asda

George at Asda

June 20, 2012 10:27 ET

George and PHOENIX Magazine Come Together to Show the Best of British

LONDON, UNITED KINGDOM--(Marketwire - June 20, 2012) - George showcased Best of British Graduate Fashion Week collections in an exclusive photo shoot for independent fashion magazine, PHOENIX. Starring new talent from Select Model Management, the shoot included supermodel Agyness Deyn's flame haired younger sister, Nyx alongside emerging actress, Joni Kamen and fashion blogger-cum-stylist, Ella Catliff.

To mark a patriotic summer of celebration, George launched an exclusive 2012 Best of British fashion design competition for Graduate Fashion Week students. Students were charged with creating a two to three piece capsule collection inspired by the heritage of their university or home town.

An expert in the British fashion industry, George Brand Director, Fiona Lambert judged the six shortlisted entries and selected the overall winner.

All of the six finalist collections were showcased at Graduate Fashion Week, with the winning designs announced at the Gala Show yesterday. The Susanna Yi collection - as modelled by Joni and Ella - won the competition, whilst Sophie Finder's collection, as modelled by Nyx, was highly commended.

The main fashion shoot will appear exclusively online at and in the September issue of PHOENIX magazine - available on news stands during London Fashion Week in September 2012.

Following in the footsteps of previous George GFW award winners, these winning designs will be reproduced and available to buy both in George stores nationwide and online at Susanna will be one of sixty up-and-coming fashion talents recruited by George re-affirming George's commitment to kick starting fashion graduate careers and nurturing rising stars on their journey to the top.

Fiona Lambert, George Brand Director commented: "It certainly is a summer of celebration with all the events from the Jubilee to the Olympics. We are committed to helping our customers celebrate the festivities. This theme is quintessentially British and this has been carried right through from our products in store to our sponsorship of GFW with a new competition entitled "Best of British." We were overwhelmed by the calibre of the designs entered and PHOENIX magazine was the perfect outlet to showcase designs from the talent of tomorrow."

Susanna Yi, winner of the Best of British competition said: "I really enjoyed discovering the heritage of my university's area, so to win first prize was really amazing. It will be a dream come true to see my clothes on sale at George and"

Hannah Kane, editor-in-chief at PHOENIX added, "Britain is known the world over as a hot-bed of creative talent, and in honour of this, PHOENIX is proud to photograph the finalists of the GFW Best of British for George competition."

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