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George @ ASDA announces fashion design winners at NTU
Mar '09
George at ASDA has announced the winning group after challenging fashion design students at Nottingham Trent University to create a range of menswear collections for Autumn/Winter 09. Students had presented their work – which included men's tailoring and casualwear – to a panel of George representatives, before the results were announced.

Lucinda Bennett, Tahlia Goodwin, Liz Logue, Amy Tydeman and Jenna Harvey, all based in the university's School of Art and Design, claimed the top spot in the competition. The group's collection included durable but lightweight waterproofs, tailored coats, twisted jeans, and a jacket with a fully-functional rucksack that emerged from a zipped pocket on the back.

Using a directional but commercial colour palette of rusted oranges and steely silvers along with core colours of navy and charcoal, the collection incorporated aspects of protection and reinforcement which were used in both garment and print design. Innovatively approached, the garments showcased authentic metal wear detailing and encompassed new technologies developing laser cut elements, which were then carried through from the garments into branding.

The brief had required the students to focus on the George customer, and to take into account what people looked for when buying clothes. Students were required to follow the George attributes of quality, style and value as the main focus of their collection.

Andy Burns, Menswear Design Manager for George, said: "All the students approached our brief with a high level of creative professionalism and market focus. They produced finished packages that any final-year-student would be proud of, which is a huge compliment to the calibre of the course and the talent it is producing.

"The winning group had a very good understanding of who the customer is and also of key brands and how they capture trends. There was also excellent attention to detail and a first-class approach to establishing key shapes."

George Graduate Recruitment Manager, Genevieve Tofield, said: "By linking up with Nottingham Trent University not only can our colleagues have a chance to give back to the local community and develop local skills, but it also helps us to give the students a flavour of what it is like to work at George, promote George as an employer and to identify top talent for the future."

Sue Walton, Senior Lecturer in Fashion Design at Nottingham Trent University, said: "George at ASDA is focused on delivering affordable fashion to real people. This project has helped students to realise the importance of designing for people during these tough economic conditions, when they are looking for uncompromising quality and style but at a price they can afford."

In total 12 groups of students were required to design and produce three garments for the brand's main George range, Boston Crew or tailoring collections. The winning group receives £300 worth ofASDA vouchers.

Nottingham Trent University

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