SUPER SWEEP
I’ve found the most phenomenal dress from Asda and a PJ set that is too good not to wear out – it’s perfect for summer
Scroll down for why supermarket fashion is becoming the new high street
A FASHION fan has claimed that she has found a phenomenal dress from Asda, as well as a pyjama set that is far too nice just to be worn in bed.
So if you’re on a budget and are looking for fashion that won’t break the bank, you’ve come to the right place.
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And particularly if you’ve got a holiday planned this summer, or you just want to give your wardrobe a refresh, then you’ll need to check this out.
Posting on the official @georgeatasda account, we saw Amy Katrianne, a digital content creator and fashion fan from the UK, show off her recent Asda clothing haul.
Alongside the clip, the caption read ‘Coming with the best outfits for your summer hols! Shop summer fashion essentials online and in stores now - prices from £12.’
Amy kicked off the haul with the stunning black polka dot strappy maxi dress, as she beamed: “It was only £26. “So cute, how gorg.”
She then wore a green double breasted button blazer and a pair of matching shorts, as she continued: “The colour, the fit and the quality of this outfit is absolutely gorgeous.
“We have pockets - pockets make people happy. Elite outfit.”
Next up, Amy showed off her new straw hat, which was £12, and a £16 swimming costume, as she explained: “Then to go with the hat, naturally I had to get a swimming costume.
“This is like shapewear, and then for £4 these [flip flops] were a bargain.”
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Following this, the fashionista modelled a stunning yellow satin midi dress, and was left beaming with the supermarket buy.
As she showed off the £24 lace trim frock, she gushed: “This dress is phenomenal. I love this.
I found the perfect summer coord from George at Asda - it's £14 for the whole outfit and it's ideal for hot weather
“Gorgeous. I don’t think I need to say anything else about this dress - I love it.”
Amy then tried on an embroidered black matching pyjama set, which is just £16, as she concluded: “These are way too nice just to be pyjamas, so I’m going to style them up. There are no rules to fashion.”
Amy styled the sleepwear set with a pair of small heels, and beamed: “This is the cutest little outfit.
“I actually think most of you are going to agree with me, I think this is my favourite outfit.”
Reasons to shop supermarket fashion
When looking for new pieces to add to your seasonal wardrobe, or update your basics, there's no need to spend hours walking around clothes shops, or scrolling online. Just pick up a dress or two alongside your fruit and veg...
They’re convenient - Chances are you visit your supermarket more times than a shopping centre or high street.
It’s affordable - For basics to more fashion-led pieces, supermarkets are leading the way for budget fashion that doesn’t look cheap.
They’re more on-trend that you think - With a customer database larger than the average high street store, shops like ASDA, Sainsbury's and Tesco are able to cater to the markets and predict trends in a lot more areas than just food supply.
They fit well - Fits and lengths often come with a little more modesty in mind. Fabrics are often highly practical too—think plenty of 100% cotton that can be thrown into the washing machine without thought.
FASHION FANS REACT
The Instagram video has clearly impressed many, as at the time of writing, it had quickly amassed 2,333 likes in just four days.
Fashionistas were thrilled with the Asda buys and many took to the comments to express this.
100% way too nice to be PJs!
Instagram user
One person said: “Just stunning.”
Another added: “I love that green outfit.”
Is supermarket fashion the new high street?
DEPUTY Fashion Editor Abby McHale weighs in:
The supermarkets have really upped their game when it comes to their fashion lines. These days, as you head in to do your weekly food shop you can also pick up a selection of purse-friendly, stylish pieces for all the family.
Tesco has just announced a 0.7 per cent increase in the quarter thanks to a 'strong growth in clothing' and M&S has earnt the title of the number one destination for womenswear on the high street.
Asda's clothing line George has made £1.5 million for the supermarket in 2023, 80 per cent of Sainsbury's clothes sold at full price rather than discounted and Nutmeg at Morrisons sales are also up 2 per cent in the past year.
So what is it about supermarket fashion that is becoming so successful?
Apart from the clothing actually being affordable, it's good quality too - with many being part of schemes such as the Better Cotton Initiative.
A lot of the time they keep to classic pieces that they know will last the customer year after year.
Plus because they buy so much stock they can turn around pieces quickly and buy for cheaper because of the volumes.
A third commented: “Love everything.”
At the same time, many social media users were particularly impressed with the pyjama set.
One fashion fan beamed: “I love the PJs.
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And now our Fabulous High Street Fashion Awards are back – giving you the chance to voice your opinion on all your favourite brands.
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"Have worn as day wear and nighties as dresses. Definitely no 'rules' in fashion.”
A second chimed in: “Definitely wearing the PJ co-ord in the daytime.”
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Whilst someone else wrote: “100% way too nice to be PJs!”
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