George at ASDA x Winnie the Pooh | Change a Girl's Life

Ideating • Mood Board • Collaboration

I participated in a King's Trust programme to celebrate the 100th anniversary of Disney's Winnie the Pooh with George at ASDA, by creating a fashion collection.

The George children's design team gave a talk about what was popular in their existing kids line of clothing - there was a Stitch themed football jersey that really caught my eye. It reminded me of the Brazilian football t-shirt that was trending a few years ago. The ASDA consumer base tends to be towards the end of a trend, so arguably another sports styled shirt would fit well with their timeline.

During the ideation phase, we looked through fashion magazines, fabric samples, and booklets with various assets we were able to use. We were told about various production limitations. Due to the fast turn-around, the t-shirts were being manufactured in one of their factories in Turkey which limited the complexity of the designs. I watched and listened to other peoples ideas. They associated Pooh with childhood and comfort, and gravitated towards feminine pastel colours. This differed from my vision of Pooh.

When I was a child, my favourite film was The Many Adventures of Winnie the Pooh. I watched it basically on repeat. Pooh wasn't defined by his age, race or gender. He's defined by his questionable problem solving skills, such as rolling in the mud so he can disguise himself as a raincloud. He doesn't think, he's just living life in the moment. That be came the person I wanted to design for.

I imagined her as a kid who was adventurous, creates problems and wasn't afraid of getting muddy. She would need clothing that was light, breathable and comfortable. She's the type that sneers at being put in a box, I imagine her becoming irate when people buy her pink and lilac things.

I think about her as a teenager and young adult. She's a bit more comfortable in her skin and has found her style. She follows the Y2K styling trends on Tiktok. She wears the shirt as a baby-tee paired with a huge pair of cargo jeans and a fluffy hat.

Looking through the resources, I looked for things that were bold, sporty and androgynous.

I came across a icon set that included some logos that reminded me of a football uniform, and Pantone swatches.

There were some changes to the colour placement to ensure that the t-shirt was legible. There was the added detail of adding 100 on the back to further commemorate the 100 anniversary of Winnie the Pooh.

6 months later, we went down to London for the product launch.

View them live: Girls | Womens