GIVe

George Davies, the fashion powerhouse, who was behind Next in the 80s, George at Asda in the 90s and per una at Marks & Spencer in 2001, has put his expertise and flair behind GIVe, the womenswear brand that is set to rock the high street. As George says about the brand, ‘It's not just about style, it's about quality, fit, attention to detail and service.'

CUTTING EDGE STYLE

GIVe brings cutting-edge style and affordable luxury fashion to British women aged 30 and over, aiming to give the likes of Karen Millen and Whistles a run for their money. The label reinterprets the latest fashion trends making use of luxurious fabrics and superb attention to detail. Much effort has gone into making sure that the clothes fit and flatter all shapes and sizes. To remove the stigma of larger sizes, Roman numerals have been used rather than the conventional 8 - 16.

The collection has international fashion appeal, it's easy to get to grips with and the advice on styling looks is always welcome. You can watch catwalk videos to see the clothes in action. This Spring, you'll find bold colours and vivid prints with clothes and accessories for all occasions.

Keep ahead of new trends by signing up for Style News, GIVe's newsletter, with news of launches, previews of collections and competitions.

To date, plaudits from the fashion cognescenti include words from Jane Bruton at Grazia, ‘Sophistication, style and service - get ready for a new shopping revolution in women's fashion from George Davies.' Liz Jones of You Magazine, says ‘By George it's another fashion first.'

SPRING/SUMMER 10

GIVe's spring into summer palette covers the spectrum from cool pastels to beige and gold, nautical red, white and blue to citrus yellow.  Shapes are softly tailored with draped tops and skirts, elegant dresses, linen shorts and jackets, harem pants, jumpsuits and belted macs. The overall theme is feminine and easy to wear. Just throw on a jacket to smarten up a casual skirt or dress, add a bag and some heels to transition from a summer's day to balmy evening. It's a varied and versatile collection.

THE NEW DEFINITION OF LUXURY

Both in-store and online, the personal service on offer sets GIVe apart, giving customers access to tailors, ensuring that fit is spot on. For online customers, the company offers complimentary length alteration to trousers. Watch the E-Viewer with a useful video on how to measure, as well as giving you the opportunity to see the collection.

There are eight stand alone stores in the UK with retail outlets in a further sixteen across the UK and in Dublin. In store, style advisors are willing to listen and guide customers to what they are really looking for and the Tailored Studios are on hand with an alteration service, if required.