Daily Mail journalists select and curate the products featured on our site. If you make a purchase via links on this page, we will earn a commission – learn more. 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.
The Rise of Supermarket Fashion
A decade ago, my peers would never wear supermarket clothing. But today, George at Asda is ranked as the third-largest retailer in the UK behind Primark and Next. Nutmeg at Morrison’s reported clothing sales increased by 4.7 per cent in 2025 compared to the previous year, while Tesco’s F&F clothing sales rose 4.4 per cent during the Christmas trading period.
Embracing Deli-Dressing
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 priced at £25 or less.
Viral Success Stories
Speaking of Tu, last summer its £32 chocolate-brown suede loafers went viral on TikTok, selling out completely. 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.
What the Fashion Editors Are Buying
Tempted to grab a trolley and get involved? Here’s what the YOU team are swiping at the checkout.
Fashion Editor Hannah Skelley
Hannah Skelley wears a jumper priced at £35 and a kilt for £22 from tuclothing.sainsburys.co.uk. She pairs them with boots costing £24 from George at direct.asda.com.
- Tu Navy Check Zip Jacket
- Shop Tu Mini Kilt
- George at Asda Ankle Boots – Was £24
Fashion Director Sophie Dearden-Howell
Sophie Dearden-Howell wears a jacket for £45, trousers at £22.50, and boots for £16 from F&F at tesco.com. She accessorises with a belt priced at £6 and a bag for £22 from tuclothing.sainsburys.co.uk.
- F&F Faux Leather Jacket
- Shop F&F Pure Wide Leg Trousers
- Shop Tu Bag
Junior Style Editor Jessica Carroll
Jessica Carroll wears a jacket for £35 and shoes at £20 from tuclothing.sainsburys.co.uk. She completes her look with a shirt priced at £14 and trousers for £16 from George at direct.asda.com.
- Tu Tan Jacket
- Shop Tu Slingback Heels
- George at Asda Boyfriend Shirt – Was £14
Beauty Editor Rosie Green
Rosie Green wears a jacket for £36 and jeans at £22.50 from tuclothing.sainsburys.co.uk. She adds a jumper priced at £19.50 and a bag on the trolley for £25 from F&F at tesco.com. Her boots are her own.
- Tu Bomber Style Jacket
- Shop F&F Roll Neck Jumper
- Shop F&F Shoulder Bag
Jewellery throughout is the stylists’ own. Photographs are by Victoria Adamson. Hair was done by Dayna Vaughan-Teague using GHD. Make-up was applied by Caroline Piasecki using Shiseido. Thanks to Tesco Kensington Superstore in London W14.
