Supermarket Fashion Brands Rival Zara and Mango in Style and Quality

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The supermarket clothing lines that are rivalling Zara and Mango

From Asda to Sainsbury's and Tesco, these in-house brands are rivalling Mango and Zara. Daisy Lester, Senior Shopping writer, Wednesday 06 May 2026 15:05 BST

Here's why I'll be heading to the supermarket for the best new fashion pieces. Nowadays, the best budget clothing hails from the same place you buy your bread and eggs: supermarkets. Whether you're after a summer holiday wardrobe, new workwear or elevated basics, the likes of Nutmeg at Morrisons and Tu at Sainsbury's are a stylist's best-kept secret. From tailored separates and lightweight linens to elevated everyday dresses, supermarket in-house clothing lines are taking cues directly from the catwalk. Owing to their sheer scale, they can react quickly to trends, offering trend-led designs that cost the same as a nice bottle of wine.

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Tesco's F&F clothing line and George at Asda are among the UK's top 10 clothing retailers, above both Zara and Asos. Meanwhile, Tu at Sainsbury's has garnered more than 20 million views on TikTok and often appears in fashion segments on This Morning. Whether it's swimwear that looks like Hunza G, faux suede loafers a la Kate Middleton's pair, or a crochet co-ord that appears four times its price, supermarkets are consistently tempting customers away from the dairy aisle. With jeans and cardigans for just £20, skirts for £14, coats for £40 and shoes for £18, think of supermarket fashion as the grown-up sister to Primark.

“The main difference between now and a few years ago is that a lot of the pieces online at F&F, Tu and George are on par with what's on offer on the high street,” says Harriet Davey, fashion editor, writer and freelance stylist on ITV's This Morning. “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.” It's safe to say I had my own reservations about supermarket clothing, particularly the quality. But a quick peruse around my local Tu section in Sainsbury's proved me wrong. Not only did its fashion share most of the same materials as high street names such as Zara, Bershka and H&M, but its styles were more inclusive in age and size (most go up to XXL and 22 waist).

“The quality is a lot better than it used to be – the linen-blends feel premium, but I still avoid the faux leather and suede as these items tend not to be as expensive-looking as other pieces,” Davey advises. “When it comes to trends, the collections are being aimed at a younger age group, so people are no longer slightly ashamed to say they shop at supermarkets.” The sheer number of videos on TikTok and Instagram with fashion lovers shouting about their supermarket discoveries speaks for itself.

To help you dress for the new season ahead, I've rounded up the best supermarket fashion brands to shop both online and in-store, from George at Asda and Tu at Sainsbury's. Better yet, nothing will cost you more than £50. Read more: Kate Middleton's go-to high street brand is a must-know for spring staples.

Tu at Sainsbury's

Tu at Sainsbury's regularly goes viral for its considered and chic clothing. Rivalling the likes of Asos and H&M for affordable everyday staples, its vast collection includes trend-led pieces like barrel jeans and polka dot dresses, as well as timeless knitwear, basic T-shirts and vests for as little as £5 and hero outerwear for less than £40 (think trench coats and bomber jackets). Using a blend of cotton, polyester and elastane in its clothing, Tu offers the same accessible quality as much of the high street, and even has a cashmere line starting from £50. This season, I've got my eye on the Miu Miu x New Balance-inspired brown trainers and chic linen bandeau top.

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Tu white drop waist dress – £26, now £20 from Tuclothing.sainsburys.co.uk
Tu at Sainsbury's linen bandeau top – £22 from Tuclothing.sainsburys.co.uk
Tu at Sainsbury's brown trainers – £28, now £32 from Tuclothing.sainsburys.co.uk
Tu techno maxi skirt – £24, now £14 from Tuclothing.sainsburys.co.uk

Shop Tuclothing.sainsburys.com now.

George at Asda

“Brits will happily shout about the bargain they found on their weekly food shop and send the link to friends and followers,” Davey says. “And you only need to look at the demand for cult items like that George at Asda leopard print sell-out puffer jacket to see how true this is.” The sell-out Ganni-inspired coat put the supermarket's in-house clothing brand firmly on the fashion map. More recently, the brand's embroidered and crochet pieces rival Zara's sell-out styles, while its pyjama and loungewear line has amassed thousands of views on TikTok. With polka dots and stripes dominating this season, the supermarket has leaned into both trends. Known for its elevated everyday staples, George's pieces will help you curate a capsule wardrobe for less.

George at Asda embroidered denim co-ord – £32 from Asda.com
George at Asda brown lace trim polka dot maxi dress – £20 from Asda.com
George at Asda striped seersucker set – £26 from Asda.com
George at Asda brown kitten heel sandals – £16 from Asda.com

Shop at Asda.com now.

F&F at Tesco

F&F at Tesco is fast becoming a fashion editor favourite. From Toteme-inspired scarf coats and trending bubble hem jackets to sharp tailoring for work and an essential denim range, the affordable supermarket brand is at the top of its game. The structured blazers and hero denim clothing punch above their price tag, while the linen and cotton pieces are just as good as Zara or Cos. If your preference is for neutrals, minimalist silhouettes and quiet luxury looks, F&F delivers on all fronts. Its activewear is equally worth shouting about, combining stretchy and fast-drying materials.