First Look: Erica Davies’ New Kids’ Collection for George at Asda

Erica Davies has us under the influence on a regular basis. Her hugely popular instagram channel is a stream of sunshine happy fashion tricks, stylish outfit combinations and bold home decor moments that have us regularly pressing save and send.

Hot on the heels of her George at Asda edit for women  – did anyone manage to get their hands on that viral leopard print puffer? –  she has now created her first unisex kids range for the online/supermarket fashion brand and we are super impressed.

Erica Davies Kids is a curated collection of 25 staple pieces that we know kids will want to live in all summer long. Having struggled to dress her own 14-year-old son and 12-year-old daughter, Erica wanted to bridge the gap in the market for stylish but affordable children’s clothing, designed to be worn by both girls and boys aged between 5-16 years old. Hooray!

The whole collection is fab with the softest cotton t-shirts and separates, bold patterns, cool details and a laid-back surfer vibe running throughout. The clothes have been really cleverly designed to suit children from age 5 to 16 but the Junior team felt that discovering this collection would be a real eureka moment for parents of tweens and teens. These clothes are seriously cool and fun without being too shouty for this extremely discerning demographic.

“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! I am so excited to share this collection! I hope you love it.”  Erica Davies

Take your pick from bold statement shirts, mix and match co-ords and casual  jerseys in an energetic palette of checkerboard pastels and LA inspired abstract prints. We liked the oversize feel of these clothes that will definitely see kids through a few seasons and can be layered up and down making them great for hot sunny days and  those surprisingly chilly evenings.

Here are Junior’s favourite pieces (some dropping online very soon) from the collection but we have to say that every item got our seal of approval. This is a great collab that really ticks all our boxes.

>> The 25-piece collection is available at George.com and in selected Asda stores from 7^th April. Prices range from £5 for tops up to £14-£20 for a two-piece set, available in ages 5 – 16 years old.