Looks like the ubiquitous George Davies has done it again. Not only has his new venture for older women, GIVe,  provided a sneak preview to W&H magazine and offered a percentage of his profts to charity but George at Asda has just launched its very first range of Asian clothing.

It consists of 13 pieces of sequined, embellished salwar kameez (traditional suits), kurtas (tunics). dapata (scarves) and churider (slim leg trousers). Prices from £7 – 26. Available from 21 stores and online www.george.com

I blogged about the impending launch of GIVe a few weeks ago. GIVe stands for George, his 4th collection ( Next, Per Una, George at Asda – though he seems to have forgotten Pippa Dee – remember them?) and e trading on line. His new line consists of 140 pieces, including accessories, in 4 main colourways – red/black, purple/black, chocolate/mulberry and blue/grey. Prices are higher than Next, perhaps more Reiss, as a silk jersey dress sets you back about £80 and a bag £250. He has concentrated on premium quality so expect cashmere, silk jersey and leather. You can also expect real service, including in store tailoring to provide instant alterations – well done that man – and in-store kiosks to obtain information such as fabric types, stock position, manufacturing details and watch a catwalk show displaying the garment in question.

 If you buy this months W&H, as well as a sneak preview of the collection, which launches next week, on page 38, you can also get a free GIVe cashmere scarf in a variety of colours by cutting out the coupon on page 214.  Apart from the Regent Street flagship store, GIVe can be found in independent department stores, not yet in the high street as a standalone brand  name.