Style secrets from George Davies

The designer who has worked his magic across the high street for 25 years, gives us his invaluable style advice

He was the George at Asda, the man behind Next, and the designer who gave per una to a beleaguered M&S, George Davies has worked his magic on the high street for 25 years. And he knows what we want. Davies 'surrounds himself with women' - though not in a Peter Stringfellow kind of way - a predominantly female design team includes his wife and daughters. Follow his style rules to get it right, every time.

1. Don't be a slave to fashion

Choose chic pieces that will last no matter what the latest fashion fads are. A black jacket can be worn with jeans and heels in your 20s, a pencil skirt in your 30s, or a pair of tailored trousers when you're 40-plus.

2. It's in the detail

Pay attention to detail, and don't save glamour for special occasions - an embellished jacket at the office, or an eye-catching necklace at home, are guaranteed to make you feel special. And it's important to feel great in what you wear, no matter what your age is. I would say style is about attitude and not age, our customers range from 18 to 80!

3. Less is more

Texture is an easy way to add interest, but don't go head-to-toe - my advice is to wear just one key piece. If you have a jacket that features a lot of embellishment, keep it simple by pairing with plain trousers or a pencil skirt.

4. The perfect jeans

We've had some fantastic feedback from our customers on the fit of our jeans, and this has helped us to develop a fabulous range. My advice when buying jeans is to look at your shape. It's important to find the right style to suit your shape - boot-cut jeans are good for the curvier woman as they elongate the leg. And, don't go for style over comfort. Comfort is just as important - you're probably going to live in them, so it helps if you can sit down!

5. The Bobble cardigan

It's a wardrobe staple and will be around for seasons to come. Wear it with black trousers and a simple T-shirt, or layered over a dress, and knee boots

My favourite style icon has got to be Marilyn Monroe...I always think of curves when I'm designing6. The metallic shopper

To revive a tired wardrobe and add an extra bit of sparkle to grey days, I'd choose a metallic shopper.

 

7. George's style icon
My favourite style icon has got to be Marilyn Monroe. She had amazing sex appeal, and was famous for her curves and femininity, I always think of curves when I'm designing.