STYLE IN THE AISLES
I’m a fashion pro and here are my top buys that you won’t believe are from the supermarket
Check out designer-inspired buys from £15
THE high street has always been my first choice for updating my wardrobe, but it seems it has some big competition this season from the supermarkets.
The days of dull supermarket clothing aisles are long gone - now it's definitely worth browsing before you check out with your weekly food shop.
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The likes of F&F at Tesco, Tu Clothing at Sainsbury's and Marks & Spencer have upped their game when it comes to offering fashionable pieces at reasonable prices.
Earlier this year, shoppers went crazy on TikTok for an F&F co-ord set that closely resembled a sold-out H&M piece. And just last week, TikTokers ignited hype over a £20 leopard-print gilet from George at Asda, which was an identical dupe of the £80 Damson Madder version.
In 2013, Morrisons launched its clothing line, Nutmeg, and has since been killing it when it comes to fantastic quality and affordable fashion.
So if you’re planning on popping by your local store this weekend, we’ve picked the top new-in pieces from each of the supermarket fashion brands that are well worth adding to your basket.
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Tu Clothing at Sainsbury's
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It's never too soon to start preparing for your winter wardrobe, and this tan suede coat is a stylish alternative to a traditional biker, plus is perfect for layering over sweaters and dresses.
At £50, it’s a great price and you'll likely find similar styles in high-street stores like Zara and Mango for at least double that in a few weeks.
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This faux-leather cross- body bag is a real bargain at £15 and resembles the popular Celine teen classic bag that costs £2,500.
You can use it as a crossbody for everyday wear, or tuck in the strap to turn it into a clutch for special occasions.
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Mary-Janes are no longer considered a "grandma shoe" - instead, they’ve become a chic and trendy choice, and this silver croc pair are cheaper than a bunch of flowers.
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The metallic finish adds a modern touch, making them perfect for dressing up any outfit or adding flair to a more casual look.
F&F at Tesco
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Leopard print is making a comeback as this year’s trending pattern, and it's transitioning into autumn fashion.
A tie-neck blouse with puff sleeves is the perfect way to elevate the print and add a sophisticated touch to any look.
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The asymmetric cut of this dress gives it a luxe appearance, but there's no need to save it for the festive party season.
While it would make a fantastic choice for Christmas Day, its timeless style makes it perfect for wearing all through autumn.
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Pyjama-style striped trousers became a social media sensation earlier this year with the rise of #scandistyle.
These elasticated-waist striped trousers are uber-stylish so now you can wear your comfies outside the house with no shame!
Marks & Spencer
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A denim dress can look effortlessly polished and sophisticated, but it's so easy to throw on in the morning.
This long-line option from M&S’s core collection is a true wardrobe staple, available in both petite and tall sizes.
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These new slingbacks have been generating a lot of buzz since their launch last week, but hurry - they're selling out fast.
With silver buckles, they closely resemble a Ganni pair that retails for £325, making them a must-have for any fashionista.
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This tailored waistcoat featuring a hidden fastening from M&S’s premium Autograph collection surprised me with its affordable price of just £59.
This luxurious piece is a perfect addition to any workwear wardrobe.
Pair it with a white long-line skirt in September, then transition to the matching trousers as autumn arrives to speed up your morning routine.
Nutmeg at Morrisons
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A super-soft cardigan is perfect for layering, and this one is a chic way to embrace the red trend - drape it over your shoulders for cooler evenings or rock the sparkle come festive season.
The diamanté buttons give it a more premium look and it's similar to previous styles from Zara and Mango, where it would likely cost at least three times its £16 price tag.
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Cord is a great material to invest in because its thickness ensures durability and warmth.
This dress features a timeless silhouette that can be styled for both daytime and evening - and with brown set to be a major trend next season, now is the perfect time to buy this dress.
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If blue and white stripes are too similar to the trousers that you actually wear to bed, then this pinstripe pair from Nutmeg may be more up your street.
Their neutral colourway means that they’ll go with almost anything in your wardrobe and the pinstripe detail suits smarter settings.
George at Asda
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These metallic silver ankle boots are a standout addition to any wardrobe - their pointed toe brings a touch of sophistication to any outfit, while the kitten heel offers comfort for all-day wear.
Although silver footwear may seem daunting at first, these are actually super-versatile and are great for a day-to-night look.
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A great tip is to buy your winter coat early, as the best ones often sell out quickly!
This checked camel number looks mega expensive - the belted detail, gorgeous tonal check and large collar are all big ticks for me.
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George’s Studio Edit features some amazing quality premium pieces like this lime green dress that would be ideal if you have a special occasion to attend.
The shirred waist and tired detailing is so flattering on all body shapes, while the lime-green hue will add a splash of colour to your wardrobe.
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.