There's a statement I regularly make in the Glamour office that makes my fashion-editor colleagues shudder: I love supermarket fashion.
There's nothing I love more than popping to my local superstore for a bag of potatoes and some cheese, and leaving with a new pair of jeans and some slippers. I also sincerely believe that in the last year few years, big supermarket chains have concentrated so heavily on developing their fashion lines, that you'll often find incredibly stylish pieces and accessories if you look beyond the fruit and veg aisles.
It's probably why you've noticed a rise in fashion content creators tagging supermarket brands and styling their affordable buys from the likes of Tu at Sainsbury's (which has 22 million views on TikTok) and Tesco's F&F (which creators regularly compare to Zara).
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But the one supermarket fashion line that's really impressed me (and the rest of the internet) is George at Asda. Their latest drop features a range of fashion-forward pieces – from the viral printed puffer to the ridiculously chic brown suede bomber, both £38, and the Déhanche-style belt for £10 – that look way more high-end than their sub-£40 price tag.
This is where I should caveat that like any affordable clothing, the pieces may not last as long as they're often made from cheaper materials. For example, jumpers and cardigans won't have a high wool content, so may not be as sustainable or warm as a higher-quality item. That being said, through their ‘George for Good’ sustainability strategy, the brand uses responsibly-sourced fibres (including organic and recycled fabrics across cotton, polyester and nylon) and focuses on sustainable manufacturing and supply chain transparency.
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Okay, your fashion friends might still turn their noses up when you say you're wearing an Asda jacket, but when it looks this good and you doesn't dent your bank balance, then who really cares?
