George at Asda’s having a busy week on the fashion front. Hot on the heels of Maisie Smith announced as the brand’s face for its new  G21 fashion line-up, it’s now announced the return of Erica Davies in the latest series of her ‘Style Stories’.

The move’s unsurprising, given the “sell-out success” of the fashion journalist and influencer’s first collaboration last September.

So it’s no filler-after-thought as the curated edit’s made up of 25 staple pieces. Working alongside George, Davies “once again brought her decades of industry experience and expert eye for style” to create a collection of “easy-to-wear, fashion-forward looks for the transitional season”.

Combining classic denim with pops of dopamine brights and the influencer’s signature leopard print, the pieces “can be worn together or individually as everyday wardrobe heroes for seasons to come”. 

And judging by a “huge stir” on social media following its preview launch in stores last week, statement piece, the £38 leopard bomber, resulting in more than 7,000 online searches for the item on George.com in the first week alone, says the retailer.

Other key pieces in the second range include slogan sweaters in colour-contrasting brights, slouchy denim trousers and jackets that pair with the edit’s feminine floral blouses and striped off-duty cardigans. 

The range also sees the return of statement leopard print trousers, this time in a straight leg jean and worn with the leopard overshirt “for a bold take on the animal print trend”.

Davies has a long-standing relationship with George at Asda, proving her fashion status by selling out styles she has previously worn on Instagram posted to her 260k followers, it also noted.

The new collection becomes fully available online and in selected stores from 30 January with new drops throughout the season. Prices start at £8 for tops, up to £38 for coats, available in sizes UK8-24.