25th anniversary for designer

He founded Next in the 80s, George at Asda in the 90s and then created per una for Marks & Spencer in the Noughties.

Now George Davies celebrates his 25th anniversary of selling fashion on the high street with the launch of a new ladieswear collection.

He has produced GD25 – a per una capsule collection of 25 stylish garments that have been inspired by his 25 years as a fashion innovator.

Billed as a celebration of style, George and his design team have selected 25 iconic garments and given them a sparkling fashion makeover.

The collection uses highlights of shiny silver, gunmetal grey and sophisticated black to create a collection of wearable wardrobe essentials.

Each piece can be worn on its own as a style statement or mixed together to create an entire wardrobe for the season.

From the cropped belted trench to the zig-zag cardigan, the designer says the garments will provide a touch of glamour and fashion attitude that women of all ages will love.

The GD25 collection is launched at a party in London tonight and will go on sale in 25 selected M&S stores – one of which will be Birmingham – on September 25.

George Davies founded rival high street retailer Next in the 80s and the George At Asda range in the 90s before launching the per una range in September 2001.

The collection is credited with being a cornerstone of the company's recovery.

"To celebrate the past 25 years of my career in fashion, we are launching GD25, an exclusive capsule collection of must have pieces that will be available in the very same towns and cities we first traded in, in 1982," he said.

"I can't believe 25 years have passed by so quickly. I have a great love for designing sores and designing clothes. But an even greater love for all those people I work with across the industry and for all those special people who have supported for me for over 25 years – my customers," he added.