BY GEORGE he’s done it again! Veteran designer George Davies has been credited with changing the face of fashion three times.

Now he’s got a fourth style innovation up his tailored, hand-stitched sleeve.

And he’s chosen Beales as the launch pad for his latest women’s wear brand, GIVe, which was in the Bournemouth and Poole stores yesterday.

“It’s all about affordable luxury,” he explains. “The name reads ‘give’ – I’m a great believer in helping people try and give something back – but the GIV also means George the Fourth, because it’s my fourth range.”

The range is aimed at the 30-plus market and features in-store stylists and tailors to help customers get the look they want. Shoppers can make minor alterations free of charge as part of the drive to put the customer in charge, said Mr Davies.

The 68-year-old Liverpudlian transformed Next into a high street fashion power house and also created the hugely popular George at Asda.

He then went on to launch Per Una for M&S in 2001, which helped revitalise the chain.

His latest range is on-trend but wearable with lots of luxury touches like detachable shoulder pads and hand-stitched studs.

It features fine Italian wools and cashmere blends, taffeta and stretch satin.

Many of the fabrics are from the same manufacturers used by the likes of Roberto Cavalli but in a similar price range to Karen Millen.

“Looking good isn’t about age, it’s about attitude,” he says.

“I’ve always found it very easy to talk to women and I listen to what they want. Women like attention to detail, want good service and a good fit. There’s no such thing as the perfect size 12.

“You have to design clothes to suit a woman’s shape and size.”

Mr Davies, who is aiming for sales of £60m in the first year, said five to 10 per cent of his profits would go to charity.

He said he chose Beales because of its traditional family values and good customer service, adding: “People wonder why I don’t retire and enjoy the quiet life but I love what I do!”

Beales boss Tony Brown has worked with the designer before, when he launched George at Asda: “I don’t think I’ve seen anybody go into such detail as he does. George gets involved in almost every stitch.”

Mr Brown added that it was an exciting time for Beales.

“We want to offer brands you can’t find in the more homogenous department stores.”

Highlights of the store’s latest collections, including GIVe, will be showcased on the catwalk at the next Girls Night Out fashion event on Thursday.

Tickets are on sale now at £10 with 25 per cent of proceeds going to the children’s hospice Naomi House.

Free bubbly and canapés will be available on the night from 6pm and there will also be in-store stylists on hand to provide top-to-toe makeovers, massages and facials as well as tips on skin care and bra fitting advice.

Pam Hudson, marketing manager at Beales, said: “Girls Night Out is guaranteed to be the ultimate event for fashionistas all over Dorset. Guests will have the opportunity to enjoy a professional fashion show which showcases fantastic brands and the latest collections from Beales.”

There will also be 20 per cent discount available on the evening. Call 01202 405200.

* George Davies is due to attend a champagne reception on the first floor of the Bournemouth store, Saturday from 4pm to 5pm.