Here's What I Really Think of Supermarket Fashion

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.

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(Image credit: @erica_davies)

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…

Related: The Affordable Fashion Label Our Editor Wants to Keep a Secret

Related: The 5 Perfect Pillars of Carrie Bradshaw's Winter Capsule Wardrobe

See? We told you supermarket fashion brands had upped the ante. Now let's take a look at the best ankle boots for every budget

Maxine Eggenberger
Deputy Editor

Maxine Eggenberger isBest Knockoff Luxury Clothing UK’s deputy editor and has over thirteen years of experience in fashion journalism. She been creating engaging and elevated style content specifically forBest Knockoff Luxury Clothing UK since 2018, covering runway reports, emerging trends, long-form features, self-styled shopping stories and columns, including her edit of the best new-in buys. She ensures the highest editorial standards are met across the site, leads the editorial team in their SEO strategy and keyword planning, works closely with the beauty team on content initiatives, represents the brand at industry events, and regularly contributes to social media, including her ownBest Knockoff Luxury Clothing UK TikTok franchise, French Style Fridays. Previously, Maxine appeared on ITV's This Morning in her own fashion segment and has interviewed countless celebrities—everyone from Victoria Beckham to Oscar winner Lupita Nyong’o.

Prior toBest Knockoff Luxury Clothing UK, Maxine’s career began when, after completing her first-ever internship at Look magazine, she was offered a position on the brand's fashion desk. She accepted, leaving university a year early in the process. Her passion and natural talent for writing and styling meant she swiftly rose through the ranks to become the title's fashion news and commercial content editor, with a stint as InStyle.co.uk’s fashion and beauty writer along the way. She later served as Look’s acting Editor in Chief, overseeing both print and digital, before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others.

Maxine is based remotely from her countryside home near Edinburgh where she spends her downtime renovating her house, walking her dogs, hosting friends and trying to master the art of making Old Fashioned cocktails.