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On your shopping list under milk, bread and eggs, you ought to add Fairtrade cotton jeans, sell-out suede bags and 100 per cent cashmere knits. Because as well as filling our fridges, Britain’s supermarkets are filling our wardrobes – and they’re surpassing the high street when it comes to quality fashion for less.
A decade ago, my peers would never wear supermarket clothing. But today George at Asda is ranked the third-largest retailer in the UK behind Primark and Next. Nutmeg at Morrison’s reported clothing sales increased 4.7 per cent in 2025 on the previous year, while Tesco’s F&F clothing sales rose 4.4 per cent during the Christmas trading period.
That’s because smart shoppers, my fellow fashion editors included, have embraced the deli-dressing phenomenon – buying durable, trend-led, purse-friendly designs that are so stylish you could wear them undetected alongside designer-clad show-goers at Fashion Week. And all for a bargain price: 80 per cent of Tu at Sainsbury’s new S/S 26 womenswear collection is £25 or less.
Speaking of Tu, last summer its £32 chocolate-brown suede loafers went viral on TikTok, selling out. The style was so successful it’s back again this spring. In November, the brand’s first 100 per cent cashmere collection – including a £65 oatmeal-toned crew neck – was received with the same sell-out enthusiasm.
Tempted to grab a trolley and get involved? Here’s what the YOU team are swiping at the checkout.
Fashion editor Hannah Skelley wears:
Jumper, £35, and kilt, £22, tuclothing.sainsburys.co.uk.
Boots, £24, George, direct.asda.com
Fashion director Sophie Dearden-Howell wears:
Jacket, £45, trousers, £22.50, and boots, £16, F&F, tesco.com.
Belt, £6, and bag, £22, tuclothing.sainsburys.co.uk
Junior style editor Jessica Carroll wears:
Jacket, £35, and shoes, £20, tuclothing.sainsburys.co.uk.
Shirt, £14, and trousers, £16, George, direct.asda.com
Beauty editor Rosie Green wears:
Jacket, £36, and jeans, £22.50, tuclothing.sainsburys.co.uk.
Jumper, £19.50, and bag (on trolley), £25, F&F, tesco.com.
Boots, Rosie’s own
Jewellery throughout, stylists’ own
Photographs: Victoria Adamson.
Hair: Dayna Vaughan-Teague using GHD.
Make-up: Caroline Piasecki using Shiseido.
Thanks to Tesco Kensington Superstore, London W14
