George at Asda has a new face to promote its G21 “fashion-forward” collection, with Maisie Smith taking up the role as the new range lands in stores UK-wide on 23 January.

The British actress becomes the latest star to partner with Asda for the key 35-piece range. It follows the label’s recent collaborations with Love Island’s Sophie Piper and TikTok’s The Lewis Sisters.

Smith, who played Tiffany Butcher in BBC soap Eastenders, was a contestant in 2020’s Strictly Come Dancing, and claims more than two million TikTok followers, fronts the “fresh and vibrant” capsule collection.

It includes streetwear-inspired cropped bombers, laidback jersey and versatile satin slips in a muted palette of greys and denims with pops of vibrant red.

Paired with casual trainers or heeled boots, the looks work equally well from day to night, says Asda. 

The collection also includes feminine pinafore dresses and floral maxis, worn under puffers and paired with trainers “for an athleisure twist”. 

Prices for the collection start from £12 for the lettuce edge tee to £40 for the cropped puffers, in size 6-22.

Delia Phillips, senior director of Buying and Design at George, said: “We listened to our trend led customers who told us that style, affordability and wearability were most important when it came to their fashion choices, and the G21 range answers just that.”

George is one of the most successful UK supermarket brands and has been a bright spot for Asda even though its grocery operations have been struggling.