Former fashion editor and stylist, Erica Davies, has collaborated with George at Asda to launch her first unisex kids’ range for s/s 25. Erica Kids is a curated collection of 25 staple pieces.

Working alongside George at Asda, Davies has brought her eye for style and experience in struggling to dress her 14-year-old son and 12-year-old daughter, bridging the gap in the market for stylish but affordable children’s clothing.

Designed to be worn by both girls and boys aged 5-16 years, the range includes loud and bold statement shirts, mix-and-match co-ords, and casual jerseys in a palette of checkerboard pastels and LA-inspired abstract prints.

Worn oversized and with attitude, the range can be easily layered, transitioning with ease from sunny days to cooler summer nights.

 

 

Commenting on the collection, Davies says: “As a mum buying clothes for a son and a daughter, I’ve always noticed the differences in what is available for them both. For girls, there are so many options, colours and prints. But for boys, the choices are far more limited. And for older boys, it’s unfortunately always been a world of drab colours and little excitement.

“I looked at the bright colours worn by the world’s top football teams and wanted to see more of that for our lads. This collection has been a 10-year in-the-making passion project, and I am so thrilled to do it with George at Asda.

“They have listened to my research, read all of the comments and messages I have received from parents along the way, and brought my vision to life. This is a range that’s cool and colourful, with practicality and comfort at its core.

“And it is all designed to be mixed and matched, however you choose. Your style, worn your way – giving kids the chance to have fun with their clothes. And while we’re hoping the boys love it, every piece can be worn by the girls too – making hand-me-downs of your favourites.”