Amber Le Bon joins mum Yasmin as face of George at Asda’s new campaign

Yasmin Le Bon is returning as the face of the latest George at Asda collection for the new season but this time she’s also starring with her daughter Amber.

Launching 22 September, the collection is priced from £8-£45 and the appearance of Le Bon senior and junior is key because George said it “blends modern and timeless style, celebrating individuality and cross-generational fashion”.

The campaign was shot in the Cotswolds countryside by photographer Simon Emmett. It focuses on 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.

George added that “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”.

While Asda is currently undertaking a turnaround and has struggled to ignite sales growth, its George fashion offer is one of its most successful categories, so much so that it’s been experimenting with a pilot standalone George store.

Only this summer it was also reported that the retailer wants to overtake Primark in UK clothing retail and is doubling down on its focus on the George brand.