The supermarket has quickly become one of the most fashionable places to shop, and well-dressed women completely agree. M&S, for instance, just made its debut at London Fashion Week, coming a long way from its roots as a market stall and signalling a new era for affordable fashion.
Yet it's not just M&S proving its fashion credentials. Tu, F+F and, of course, George at ASDA have all earned their place in the conversation, with the latter's latest autumn campaign, 'If you know, you know', proving supermarket fashion is more stylish than ever.
Why? Well, it's all down to the styling, which nails autumnal dressing with ease. The campaign was styled by none other than Sinead McKeefry, Claudia Winkleman's stylist on The Traitors, the woman behind one of the show's most iconic fashion moments: the now-infamous shearling maxi coat from Raey. It should come as no surprise, then, that George's newest collection feels like a love letter to the show's heritage charm.
Celebrating the idea that great style needn't come with a hefty price tag, the collection is a brilliant option for anyone looking for seriously affordable seasonal fashion. Think tartan, heritage checks, statement coats and, of course, a kilt - plenty of pieces that capture the essence off Winkleman's wardrobe on the BBC game show.
But it goes deeper than just great clothing. Alongside the collection comes George at ASDA's 'Style Stories' videos, which highlight the craft behind each piece, proving the supermarket's fashion offering is every bit as considered as it is stylish.
So, if you're looking to update your wardrobe without breaking your monthly budget, look no further. We've rounded up our favourite pieces that look far more expensive than they are - and I wouldn't be surprised if they sold out within the next week.
Shop the best outfits below
Shop the skirt here.
Shop the kilt here.
Shop the trousers here.
Shop the boots here.
