Alesha Dixon has launched her second children's clothing collection with George at Asda, following the success of her eponymous range earlier this year, which includes gender-fluid pieces and comfortable outfits that children can play in.
The message behind the range is 'kindness is power', and the marketing campaign features her daughter Azura, as well as other friends and family members.
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Alesha Dixon designed the clothing range exclusively for George during lockdown with a collection featuring 34 bold, gender neutral pieces for boys and girls aged 2- 10.
The TV personality and mum of two had daughters Azura, six, and Anaya one, in mind and when creating the designs which feature inspiring messages and slogans.
The Greatest Dancer host commented 'We always have fun with fashion in this house and I’ve tried to get Azura involved as much as possible - she’s loved every minute of it too. I want all kids to be comfortable and have fun, that’s the most important thing after all'.
Slogans include 'be brave, be strong, be kind' another reads ‘the future is now’.
So far it’s proved a hit online and received a positive response. Alesha has also had the backing of a celeb pal whose kids have given their nod of approval to the collection.
Fellow BGT judge and friend Amanda Holden has been one of the first to show her support as she shared a post of her daughters sporting the range at home on a makeshift catwalk.