FASHION editor and mum of one Antonia Kraskowski shops styles in food store aisles.
This summer I am swapping designer and high street clothes for those I can pick up in my local supermarket during the food shop.
It’s not only convenient and cheap, but grocery retailers’ clothing departments have become fashion destinations — regularly churning out trend-led, good quality items.
The proof is in the pudding — Asda’s clothing label George now rakes in more than £1.5billion annually, while Tu at Sainsbury’s is the sixth largest clothing retailer in the UK by volume.
As a fashion editor, I have been dipping my toe in the supermarket fashion scene for a few years.
But now, I’m going all-out.
From my summer dresses to waterproofs and clothes for my son, I’m kitting out the whole family while doing the big weekly shop.
The weather has been somewhat unpredictable, but a summer dress is essential at this time of year.
Some of the best can be found in Asda.
George’s crisp cotton poplin midis could easily be mistaken for high-end high street brand Cos.
They are available from the supermarket’s premium Studio Edit collection and prices are a snip at £35.
I’ve also spotted a pleated block-colour frock that has more than a whiff of designer brand Roksanda about it, while delicate polka dot styles, at just £26, give off Rixo vibes, making them great options for summer weddings.
Alternatively, for formal occasions or holiday nights out, most fashion editors would say their secret weapon is F&F at Tesco.
This season, its collection of sequin separates wouldn’t look out of place at the most bougie of Ibiza beach clubs.
In pale, creamy, iridescent hues, pieces can be mixed and matched with silky, tailored separates.
The range has been launched in partnership with inthestyle.co.uk, which is the only online stockist of this drop.
If you’re not a fan of sparkles, the aisles are also filled with gorgeous broderie anglaise.
With the summer off to a soggy start, windbreakers and waterproofs have been on my shopping list.
Lidl’s own-brand £11.99 wellies, £10.99 shell jackets and £4.99 bucket hats have been a surprise hit, and spotted at plenty of festivals.
These primary-coloured pieces pack a punch with their tongue-in-cheek Nineties raver style.
The discount retailer’s summer-style collection has just dropped in its middle aisle, too.
I never thought I’d bag fashion items in Lidl, but the collection has all your summer wardrobe needs, including sandals which I am wearing all the time, kimonos and dresses, with prices from £6.99.
Sadly, the summer isn’t all holidays and heatwaves. Sometimes we have to drag ourselves to the office, too.
One of my favourite workwear cheats is Tu’s excellent tailoring
Antonia
One of my favourite workwear cheats is Tu’s excellent tailoring.
And it won’t cost a fortune to update your work wardrobe or smarten up a pair of jeans.
Tu has a lightweight navy blazer, featuring a linen blend, with a subtle pinstripe running through it, for £32.
It’s not just me I’m shopping for in the style aisles of supermarkets.
My toddler son Mylo loves coming home from nursery covered in mud, paint and glitter, so I’m loath to spend a fortune on his clothes.
Tesco’s Fred & Flo collection has been a favourite of mine since he was a baby, with cute sleepsuits in trendy motifs, while Tu’s Gruffalo range is a top pick of my little one.
If you are looking for cool clothing for a little boy that isn’t covered in tractors, cars or dinosaurs, I’m a fan of Tu’s unisex tie-dye T-shirts (from £4), while Fred & Flo do an excellent collection of clothes with chic stripes.
My secret weapon to smartening up Mylo’s summer wardrobe?
George’s linen-mix shorts — an absolute bargain from £8 for two.
And, with the summer sales in full swing, I’m already scouring the rails for pieces that will fit him next summer or coats for winter.
Now is the time to find the best bargains.
It’s also worth signing up to loyalty schemes to get more bang for your buck.
Tesco’s Clubcard often offers up to 25 per cent off F&F.
Asda’s Rewards app can also help save on both the weekly shop and fashion must-haves.
As well as collecting points that convert into pounds each time you shop, you’ll get exclusive discounts on selected products.
This weekend, there is 20 per cent off selected lines when you spend £30 online, including those amazing dresses from The Edit collection.
