Coleen no longer the face of George at ASDA    ·    April 23rd, 2008

Asda has “dumped” Coleen as the face of its women’s clothing range as it seeks to move upmarket.

Coleen, 22, was told her services were no longer required when her £3million, two-year contract came to an end last month.

The supermarket giant is setting its sights high in the quest for a replacement with targets such as Helen Mirren, Sienna Miller and the French president’s wife Carla Bruni.

Miss McLoughlin’s spokesman said: “The contract came to a natural end. Asda are changing their campaign to go after thirtysomethings, which is plainly not Coleen’s demographic.”

He added however: “She is currently in talks with a number of other High Street brands.”

And a source close to Coleen added that the contracts she is associated with in the next two years are “worth a total of £10 million to her”.

George brand director Fiona Lambert admitted changes were being made.

She said: “Coleen has been a fantastic ambassador for us and we can’t thank her enough. She has worn George clothing to star studded events, always looked gorgeous and helped us at every opportunity.

Source: Daily Mail