The video works to position George at Asda as a credible player within the high street fashion space while also providing meaningful insight into the brand identity. It tells the story of Jabarii as they enter a traditional British pub at Christmas. Jabarii is visibly worried about standing out from the crowd as a gender non-conforming and trans person.

Adam McCann, chief executive at Diversity Role Models, says, “In schools, only 20% of secondary students learn about LGBTQ+ identities and homophobic, biphobic and transphobic bullying. There remains a huge opportunity to encourage young people to celebrate difference and include everyone, to avoid the psychological effects from bullying and isolation."

The uplifting story shows Jabarii finding their inner confidence and overcoming the fear of judgement to dance and celebrate the holiday season. The idea was based on the understanding that going home at Christmas is not always an easy or enjoyable experience. Research found that 44% of LGBTQ+ people feel like they cannot go home for the holidays and be their true selves.

Claudia Solano, head of creative at George, says, “After the last 18 months we knew a lot of brands would be portraying the perfect family gathering, but for some of our customers Christmas time can be overwhelming and that’s why we thought it was important to celebrate the festive period in a totally inclusive way – letting our customers feel empowered to show up at the table as the very best version of themselves.”

As part of the wider campaign, George is donating £100,000 in 2021 to Diversity Roles Models to support the end of LGBTQ+ bullying in schools. George also launched a TikTok challenge to encourage users to confidently reveal their most glamourous Christmas outfits.