Asda has ditched Coleen Rooney as the face of its clothing label George.

The supermarket clothing's advertising will not now feature celebrities. Instead, models for the range will be changed each month and will be representative of the UK’s public sector workers.

George brand director Fiona Lambert said: “There will always be an argument for using celebrities and big names in fashion, however our customers are telling us its time for a change – it feels wrong to spend money on a celebrity endorsement when times are tough and money is tight. What we have done is saved money and worked out how to pass these savings on to our customers by lowering our prices and improving quality and design.”

In a survey, Asda found that 72.3 per cent of UK women would rather choose outfits having seen them on “real people”, rather than celebrities. The launch of Asda’s campaign will feature three hospital workers.

George has also been given a new logo, which will appear in its campaigns and be rolled out to 40 Asda stores by the end of the year.