George at Asda brings more fashion to over 40 set

LONDON, UNITED KINGDOM — George at Asda is extending its Moda line to offer more fashion items for U.K. women over 40.

Over two years in development and following a series of intensive customer focus groups, the collection has been created by George's team of industry leading in-house designers with customers' feedback.

Carole Middleton was voted by shoppers as one of the top style icons that women over 40 admire for her fashion sense. George's new range allows women to emulate this style in an affordable way. Brand Director Fiona Lambert commented:

"Carole Middleton''s sophisticated and elegant style is perfect example of how you can look great when you are over 40. Her clothes always have a fashion forward element, whether it''s a print, a bold colour or a fabric. Our clothing takes inspiration from a wide range of places and people, and Carole Middleton is definitely someone who''s coming through that shoppers want to emanate. While much is made of the Kate-effect, who our customers also love, Carole has also started to emerge as a style icon in her own right. Women over 40 can still be age appropriate and fashionable and Carole is a great example of someone who has got it right. We''ve seen pieces from our Moda range at George fly off the shelves, as women opt for her classic, chic look."

New additions to the Moda label will launch in stores at the end of September and comprise of a collection of fashion forward, on trend and affordable clothing for women over 40. Shoppers will now have access to more choice and catwalk inspired pieces at great prices without having to compromise on style.