Edinburgh student proves he is cutting edge with George at Asda

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James, who grew up in Woodside, Aberdeen, is in his final year at Edinburgh College of Art. He entered a George kidswear competition launched by the brand at Graduate Fashion Week 2011 - the prize was a work placement, a cash prize and the chance for the winners' work to be produced.

James said "The atmosphere at GFW was amazing; I was so excited to be given the chance to show my designs along with other students. I was overwhelmed when my name was announced, not only had I got to the finals, I'd won runner up for kids wear."

"I was on placement at George head office for two weeks and really enjoyed being in the core of the industry, everyone was really nice and I have gained a great deal from the experience."

James Bruce

Now in 386 Asda stores

James' floral print girls' dresses are now available in 386 stores and available to buy online for £10/£12.

James added "I'm still in shock; until I see my designs in store or online I'm not sure I'll believe it"

George Brand Director, Fiona Lambert, said: "Childrenswear and creativity form an integral part of our business - 25% of clothes sold in the UK are kids' clothes so we wanted to encourage students to look at this area as a real opportunity. As title sponsors of Graduate Fashion Week 2011 we created a competition for students that covered this important part of the industry."

"We were blown away by the standard of work we received and had a great time going through them all - James' work really stood out to us and we've enjoyed having him on board. He should be really proud of himself."

Fiona Lambert