There's no denying the internet has completely changed the way we shop. If you're time-poor, you can now stock up on everything from party dresses to new jeans from the comfort of your sofa, seat on the train or gym mat (and let's face it—sometimes we spend more time scrolling than crunching). However, this is both a blessing and a curse. Convenient it may be, but at the same time, we often miss the rush of making a real-life purchase.
Call us old-school, but the mere thought of picking up all the essentials (and then some incredible wardrobe options to boot) in one fell swoop from a supermarket is frightful. It's enough to make a stylist come out in hives. That is until we started noticing friends and colleagues wearing great knitwear and smart outerwear from Tu at Sainsbury's or George at Asda that we didn't know what we were missing.
So over the course of the last few weeks, we've visited our local supermarkets to stock up on food (read: cheese) and drinks (read: wine), as well as household items, but something else has steadily started to catch our eye on a more regular basis: the fashion. From classic camel coats and checked separates that work for the office to silky tops and party-ready heels, a few choice destinations across the supermarket spectrum have actually impressed us. So much so that we felt compelled to share our secret with you.
In this instance (as with all the comprehensive high street and affordable content we offer you), it's about a carefully curated edit. One cannot simply walk into a local supermarket, grab anything off the rails and pray for success. You need to know what kind of fabrics, cuts, colours and trends to favour and which to avoid. Oh, and think about what it is you really need and what will have the longest lifespan in your closet. Keep scrolling to see our edit of the best supermarket fashion brands…
No jumper is more timeless than a cream cable knit. We'll be wearing this in a bigger size for a cooler, roomier fit. Remember that many affordable jumpers do not have a high wool content, which means they won't last quite as long. In addition, cheaper options might not be as sustainable or warm as a quality jumper.
Look for the brand's higher price-point collections, such as Tu's Premium offering. The difference in price is really reflected in the design and quality. For example, this seemingly classic trench has had a cute overhaul with the addition of floral embroidery.
Affordable, good-looking faux fur has really jumped up a notch this year, which means high-street brands are able to create pretty authentically fluffy items like this. Wear this cropped faux-fur jacket with your favourite straight-leg jeans and loafers.
I'd say it's better to buy the kind of bags you don't use every day from the high street and put your money toward a decent leather bag for everyday wear (aka something that you won't come across in every supermarket store). So for the moment, this cylindrical bag is a great one to wear to parties.