Friday, 5 July 2013

Trolley Dash

When I lived in Belgium, buying clothes in super or hypermarkets was as normal as having moules and frites for tea. Although supermarket clothing lines have been around in Britain for a while, they have really started upping their game of late. It’s not unusual to see pieces from George at Asda, F&F at Tescos and Tu at Sainsburys in the press.

Tu had their AW14 press day recently and the offering was really quite impressive. Leopard print shifts, pleather pencil skirts and boxy, structured tops were chic and sophisticated; I have my eye on a marl-y cocoon coat and there were a lovely pair of over-the-knee riding boots on display too. Menswear was similarly impressive; I couldn't believe the quality for the price. The shirts wouldn't have looked out of place in Ben Sherman or Ted Baker. It’s clear that this is going to be one successful rebrand.

Chic, inexpensive style in the same place as your grocery essentials? Who'd have thought it?

1 comment:

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