We’ve heard a lot in recent months about how strongly the George range at Asda has been performing and we also know that linking up with celebrities is an important move for fashion brands at all price levels.

In the case of the supermarket chain’s George line, its recent success has been helped by its link-up with TV personality and influencer Billie Faiers.

And now the company said it’s building on the appeal of her previous womenswear lines (which saw two drops selling out within one week) to unveil a new swimwear offer.

It’s been designed with her “individual aesthetic at the forefront, bringing an injection of glamorous style to those summer occasions”.

There are one-piece swimsuits, “figure-enhancing” bikinis, and cover-ups in the offer and it’s really being positioned as a beach/pool-to-evening collection. 

For instance, hero pieces include a gold metallic crochet knitted dress made of nude rhinestone-encrusted mesh. But the focus is on value as it’s priced at only £36.

There are also pearlised metallic fabrics and seersucker rib designs “to enhance and accentuate curves”.

It launched on Thursday with imagery shot against the backdrop of a boutique hotel in Marrakech.

Faiers said swimwear was a target category after the success of her kidswear and womenswear collections with George.