George at Asda

George at Asda have recently become LABA's patron. We are glad to work with such a reputable company and their vice president Fiona Lambert.

Fiona Lambert is one of the UK’s leading business women and is Vice President of George Brand and George Home at George at Asda. From a young age Fiona knew she wanted to work in the fashion industry, and went on to study fashion at Nottingham Trent Polytechnic before starting her career as a designer at Next. Fiona worked alongside George’s founder George Davies to set up and launch George as the first fashion supermarket brand in 1990 and returned to the brand in June 2007 as George’s Brand Director.


Fiona has built a hugely successful career in the fashion industry over the last 20 years, and now oversees the design, buying and quality of over 237 million George garments featuring in almost 400 Asda stores and on George dot com. Fiona works alongside the senior management team at George to continue to innovate, design and source great product and ranges, with a focus on growing its sub-brands, delivering the latest fashion and attracting new shoppers. Since returning to George, Fiona’s leadership and design expertise have been instrumental in accelerating the brand.

Fiona’s vision and passion for nurturing the next generation of British fashion talent led to George becoming title sponsors of Graduate Fashion Week for the fourth year running this year. Fiona has been a mentor to aspiring students for many years and is part of the coveted Gold Award judging panel. As a result, George has become a huge supporter of the fashion stars of tomorrow, committed to nurturing the next generation of fashion talent and providing opportunities for a huge number of graduates dreaming of working in fashion.

Responsible for dressing the nation for more than 20 years, Fiona is proud to be in a position that allows her to pass her knowledge and expertise onto potential future stars of the fashion industry. She has first-hand experience of the difficulties of landing that all important first job in fashion, and believes that students of today are not only the emerging talent of tomorrow but the life blood of the fashion industry.

It is through this experience that Fiona has led George to take one step further towards supporting the next generation of fashion talent. In 2013 the George brand launched its brand new fashion label George Talent. A fashion-first for the UK high street, George Talent comprises of a series of limited edition, catwalk inspired collections designed by hand picked graduates who showcase their work at GFW. Fiona and her team mentor the George Talent graduates through the design process, and Fiona continues to lead the way in bringing pioneering fashion firsts to supermarket fashion, making George famous for supporting the next generation of fashion stars.

In 2012, Fiona's role was extended to take on responsibility for home essentials and furnishings to offer her expertise in design, innovation and merchandising, now titled George Home. Fiona oversees a team of in-house designers who travel the globe researching the latest trends to bring back to George customers at affordable prices. George offers over 8,000 homeware products instore and online at George.com.