Supermarket clothing lines are increasingly rivalling high-street giants like Zara and Mango, according to fashion experts. Brands such as Tu at Sainsbury's, George at Asda, and F&F at Tesco have become go-to destinations for affordable, trend-led fashion.
Tesco's F&F and George at Asda are now among the UK's top 10 clothing retailers, outperforming Zara and Asos. Tu at Sainsbury's has gained over 20 million views on TikTok and frequently appears on ITV's This Morning. The collections offer tailored separates, lightweight linens, and everyday dresses that take cues from the catwalk.
Prices remain low, with jeans and cardigans at £20, skirts for £14, coats for £40, and shoes for £18. Harriet Davey, a fashion editor and stylist on This Morning, notes that many supermarket pieces are now on par with high-street offerings. “If you were to show me the technical jackets at F&F, the barrel-leg jeans at Tu or rugby shirts at George and tell me they were Zara or Mango, it would be tricky to tell the difference,” she says.
Quality has also improved, with materials similar to those used by Zara, Bershka, and H&M. Sizes are more inclusive, going up to XXL and a 22-inch waist. However, Davey advises avoiding faux leather and suede, which may not look as premium. The collections now target a younger age group, reducing the stigma once associated with supermarket fashion.
Social media has amplified the trend, with fashion lovers sharing their supermarket discoveries on TikTok and Instagram. Cult items like the George at Asda leopard-print puffer jacket have sold out, while Tu's cashmere line starts at £50. For the new season, polka dots and stripes dominate, and F&F offers Toteme-inspired scarf coats and bubble hem jackets.
