High-street designer George Davies announces new fashion line

The designer behind Next, Marks & Spencer’s Per Una and Asda’s George, George Davies, has announced plans to launch a brand new fashion line this October. The line will be called GIVe and is aimed at women aged thirty and over.

Stores will be located throughout the UK, as well as through six UK department stores and two Dutch ones. The accompanying website which will also sell the brand launches in October. Davies has called it “affordable luxury”, saying it will be more pricey than the other ranges he has been involved with but not as expensive as international designer brands.

I’m unsure quite what to think about the idea of GIVe. With a huge number of high-street fashion chains struggling during the recession, do you think there’s room for the launch of a new line? And do women over thirty necessarily want something in between high-street designer labels and international designer labels? I’m undecided, but I’d love to hear some other opinions. What do you think?