Daily Mail journalists select and curate the products that feature on our site. If you make a purchase via links on this page we will earn commission - learn more
‘Are we becoming supermarket people, or has the fashion got better? Hope it’s the latter.’
When I received this text from a friend last week, I wasn’t sure how to reply. I’m no fan of supermarket clothes, beyond multipack leggings for my toddler and the occasional bit of school uniform.
As I mulled over a diplomatic reply, my phone performed its usual magic and began to serve me beautifully shot, beautifully styled supermarket fashion campaigns on social media - sophisticated targeting of fashion-conscious midlife women: me.
Perhaps my friend had a point. Had the clothes actually improved?
I’ve always told myself I avoid purchasing clothes from the supermarket because I want pieces that will survive more than one wash. But I have to admit I’m a bit of a snob about it too. Surely the likes of F&F at Tesco, George at Asda, Tu at Sainsbury’s and Nutmeg at Morrisons had nothing I’d want in my wardrobe?
As it turns out, even if I was once right, when it comes to the new autumn-winter collections, I am now wrong.
The 5 supermarket outfits I'll be wearing on repeat this autumn
Look 1
PU biker jacket, £45, and barrel trousers, £25, both F&F at Tesco; white shirt, £20 and silver pumps, £18, both Tu at Sainsbury’s.
F&F's barrel-leg cargo trousers are a must. The shape isn’t as exaggerated as some, and the elasticated waist means they’re ludicrously comfortable. If you’re still wary of these bow-leg trousers, then don’t be. They’re popular for a reason - it’s a universally flattering shape. At just £25, you can’t go wrong.
I’m a fan of natural fibres and assumed I wouldn’t find many in the supermarket aisles. but Tu’s boyfriend-cut white shirt is 100% cotton.
The black pleather biker jacket looked ridiculously cool on the hanger, but felt like a little too much for me once I tried it on. The oversized cut means there’s a lot of jacket, and for it to work and hang comfortably, it really needs to be made from buttery-soft real leather. It’s a statement piece that will work for some, and there’s no denying that its trendy cut is one you’ll find all over the high street for considerably more than the £45 F&F are charging.
Look 2
Belted coat, £69.50, and barrel jeans, £25, both F&F at Tesco; red knitted tank, £16, Tu at Sainsbury’s; red pumps, £6, George at Asda
If you're on the lookout for a check coat - heritage prints are having a moment this winter - then make a beeline for F&F's belted design, £69.50. And while you're there, snap up their barrel-leg jeans, which are just £25 and look remarkably similar to a pair I recently purchased (for an eye-watering amount) from ME+EM. Tu's colour-block tank, now just £11.20, will lift any look.
Look 3
Oversized suedette bomber, £45, and navy pinstripe trousers, £25, both F&F at Tesco; multicoloured stripe knit, £18, Nutmeg at Morrisons; silver pumps, £18, Tu at Sainsbury’s
Knitwear is where I struggle. George proudly states: ‘65% of autumn knits and 69% of winter knits have 10% wool content!’ Which does make you wonder about the other 90%. And although I love the colours in Nutmeg’s blue-striped design, I suspect it won’t wash well.
F&F have produced another winner with this oversized suede-look bomber, £45, in a soft sand colour. I love that funnel neck.
Tu’s silver ballet flats are an easy way to tap into the metallic trend without making too much of a statement. They add polish to a pair of jeans and are extremely comfy.
Look 4
Yellow driving coat, £48, Tu at Sainsburys; flared jeans, £25, and black loafers, £16, George at Asda.
Tu’s car coat is another statement piece. I love the simple, longline shape but, sadly, the colour wasn’t doing anything for me. It’s great fun, though, and no one would believe you’d snapped it up for under £50 at your local Sainsbury’s.
George’s flared jeans are, like the other brands, surprisingly well cut and fantastic value, but it’s their black ruched loafers I’ll be putting in my basket first - only £18!
Look 5
Suedette jacket, £32, Nutmeg at Morrisons; knit cardigan, £22, and trousers, £25, both F&F at Tesco; red pumps, £6, George
The dark horse is Nutmeg at Morrisons, a new addition to the supermarket fashion landscape, which deserves more attention. Perhaps its mostly in-store availability is to blame; I’m a long way from a Morrisons.
Its chocolate-brown suedette jacket (£32) is fantastic. Buttery-soft, with a fabulous, trend-led bomber shape, it manages to feel directional without trying too hard. Of everything I tried, this was the winner for me
Something else that deserves a special mention is F&F’s tailored trousers. I tried the brown check and navy pinstripe, and both were great. They fit snugly at the waist, with just the right amount of width in the leg and a generous length.
Look 6
Navy coat, £59.90; ribbed cardigan, £15, and check shirt, £16, all Nutmeg at Morrisons; silver pumps, £18, Tu at Sainsbury's
F&F’s navy tailored winter coat was a winner. At £59.50, I’ve tried on similar styles costing ten times as much that weren’t nearly as stylish or well made. It looks expensive and has the sort of classic cut that won’t date any time soon.
I’m wearing it here with Nutmeg’s check midaxi skirt, £16. Lightweight and beautifully fitted at the waist, it works brilliantly with their ribbed cardigan, £15, to create an autumn outfit that looks considerably more expensive than it is.
I won’t be dressing head-to-toe in supermarket fashion. But I’ll cherry-pick the pieces that work - the excellent coat, the great trousers, the surprisingly chic ballet flats, the jacket that looks far more expensive than it is, and work them into my existing wardrobe.
Yes, if you’re updating your wardrobe on a budget, it’s hard to argue with what’s on offer.
I replied to my friend, ‘I think we ARE becoming ‘supermarket people’!’ And it’s nothing to be ashamed of.