Supermarket Fashion Emerges as High Street Contender
The best-kept secret in affordable fashion might just be found in the same aisle as your weekly groceries. Supermarket in-house clothing brands are experiencing a remarkable surge, offering stylish, trend-led pieces at prices comparable to a decent bottle of wine. Leading the charge are F&F at Tesco and George at Asda, both now ranking among the UK's top ten clothing retailers, even surpassing the popularity of established names like Zara and Asos.
Social Media and Stylist Endorsements Fuel Growth
TU at Sainsbury's has garnered an impressive 22 million views on TikTok and frequently features in fashion segments on ITV's This Morning. From Ganni-inspired leopard print coats to faux suede loafers reminiscent of Kate Middleton's style, these supermarket lines are expertly tapping into current trends. With jeans and cardigans priced around £20, skirts at £14, coats for £40, and shoes as low as £18, supermarket fashion is being hailed as the sophisticated counterpart to Primark.
"The main difference between now and a few years ago is that many pieces from F&F, TU, and George are on par with what's available on the high street," explains Harriet Davey, a fashion editor, writer, and freelance stylist for ITV's This Morning. "If you showed me technical jackets from F&F, barrel-leg jeans from TU, or rugby shirts from George and claimed they were from Zara or Mango, it would be difficult to distinguish."
Quality and Inclusivity Improvements Noted
Initial reservations about supermarket clothing, particularly regarding quality, are being dispelled. A closer inspection reveals that these brands often use similar materials to high-street favourites like Zara, Bershka, and H&M. Moreover, their styles are notably more inclusive, with many ranges extending up to XXL and a size 22 waist.
"The quality has significantly improved—linen blends feel premium, though I still avoid faux leather and suede as they can appear less expensive," advises Davey. "Collections are increasingly targeting younger demographics, reducing any stigma associated with supermarket shopping." The proliferation of TikTok and Instagram videos showcasing supermarket fashion finds underscores this shift in perception.
Top Supermarket Fashion Brands to Shop
TU at Sainsbury's: Viral Chic on a Budget
TU at Sainsbury's consistently goes viral for its chic and considered clothing. Competing with Asos and H&M for affordable everyday staples, its extensive collection includes trend-led items like barrel jeans and polka dot dresses, alongside timeless knitwear, basic T-shirts, and vests starting at just £5. Hero outerwear, such as trench coats and bomber jackets, remains under £40.
Utilising blends of cotton, polyester, and elastane, TU offers accessible quality mirroring the high street. The brand even features a cashmere line beginning at £50. Notable pieces include the barrel leg dark denim jeans at £20, the cashmere oatmeal jumper at £52, the stone cotton trench coat at £32, and the brown cinched cardigan at £14.
George at Asda: Cult Favourites and Capsule Wardrobes
"Brits enthusiastically share bargains from their weekly shop with friends and followers," notes Davey. The demand for cult items, like the sell-out Ganni-inspired leopard print puffer jacket, highlights George at Asda's fashion credibility. Recent viral hits include the "suedette" bomber jacket and cami lace top, rivalling Zara's popular styles, while its pyjama and loungewear line has amassed thousands of TikTok views.
Known for elevated everyday staples, George's use of cotton, polyester, and viscose helps consumers curate a capsule wardrobe affordably. Key items include the brown spotted shirred waist midi dress at £26, the leopard print rain coat at £24, the suedette jacket at £38, and the lace cami top at £16.
F&F at Tesco: Fashion Editor's Choice for Trends
F&F at Tesco is rapidly becoming a favourite among fashion editors. From Toteme-inspired scarf coats and trending bubble hem jackets to sharp tailoring for work and essential denim ranges, this affordable brand excels at interpreting runway trends into wearable, budget-friendly clothing. The quality is often excellent, with heavier knits and structured blazers outperforming their price tags, and linen and cotton pieces rivalling those from Zara or Cos.
Catering to fans of neutrals, minimalist silhouettes, and quiet luxury, F&F delivers across the board. Its activewear is equally commendable, combining stretchy, fast-drying materials with flattering, sculpting designs. Highlighted pieces include the scarf coat at £55, the cinched V-neck cardigan at £28, the double-breasted khaki tailored co-ord at £38, and the faux leather bubble hem jacket at £35.
In summary, supermarket fashion brands are redefining affordable style, offering high-quality, inclusive, and trend-aware clothing that challenges traditional high-street giants, all while keeping prices firmly under £50.
