Called the George Collection jnr, it's an exquisite designer-inspired childrenswear range.
Fabrics are silky and sumptuous and decorated with the beading and sequin details that small princesses demand.
Prices are just as stunning...from £8 for a deeply partyish net skirt for example.
But Asda is not alone in going girlie.
Monsoon has long been the designer tot's top shopping spot - though for 'best dresses' only as prices are a bit steeper.
Lovely maribou-trimmed cardigans are very special and the decorative detail on the dresses make them perfect as bridesmaid outfits too.
At Debenhams the Elspeth Gibson designer range offers great party frocks and at Adams look out for sweet chiffon layered dresses and flippy frocks in sherbet colours for older girls.
Fashion The summer holidays are in full swing and Gemma Yougman, and her boyfriend Thomas Martin, are looking for some stylish swimwear for their holidays. more
Gardening Albert Gowland, 85, had never had a garden of his own to tend until he moved from the Westgate Road area to Northfields Close, Newcastle, six years ago. more
Financial Services
Use our financial tools to compare thousands of UK products, find the best rates and in many cases buy online.
Fashion
Gardening