Why fashion editors are flocking to the supermarket

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 moreAs the cost of living continues to rise, it's fashion's worst-kept secret that women are turning to supermarkets to keep their wardrobes updated for less. No longer considered dated or frumpy, stores like Tesco, Asda and Morrisons have become a go-to for fashion insiders looking to keep up with trends without breaking the bank.While they're a great option year-round, the supermarket brands really come into their own this time of year, when cosy layers and thick coats (perennially expensive elsewhere) become essential additions for day-to-day outings. Take F&F at Tesco, for example, whose outerwear offering for AW26 starts at just £39.50. You'd be hard pushed to find even a simple blouse on the high street for under £40. In fact, the grocer's in-house fashion label has recently announced plans to launch its own standalone website as further evidence of its style credentials.Think an affordable price tag means unflattering fits and passé designs? Think again! This season, the supermarkets are taking cues from the runways, meaning you don't have to compromise on style to shop your favourite trends. Think Burberry-inspired heritage checks, Max Mara-esque long wool coats and even boucle jackets and two-tone pumps that feel very Chanel – all of which can be added to your trolley while you're doing your weekly food shop. How the supermarkets are nailing trend awarenessSupermarket fashion has had a bad rap in the past, but recent collections have proven that they can easily compete with the best of the high street. In fact, it's now regularly spotted on the front row at fashion week. Ex-Glamour fashion director Alexandra Fullerton recently wore the viral Tesco F&F check trench at the Bora Aksu show during LFW, while The Times' Anna Murphy paired a £32 denim jacket with a £3,000 bag at last season's Paris Fashion Week. Similar to high street brands like H&M and Zara, the supermarkets are able to keep up with quick-moving trends by working closely with fashion forecasters and tracking emerging trends on social media. This means they're able to update their collections quickly to adapt to ever-changing trend cycles, making their pieces feel modern and of the moment, instead of simply imitating their more expensive high street counterparts. Why supermarkets are winning in the value stakes If you're anything like us, affordability and value for money is one of the most important things to consider before making a purchase. Especially with Christmas just around the corner, anything that can help save us a little extra money is a winner.Thanks to zero rent costs (collections are sold online or in already-existing stores) and low marketing budgets (customers don't need to be directed to store – they're already there for their food shops), these supermarket brands can afford to sell their pieces at extremely competitive costs – regularly offering seasonal markdowns on top of already low price points. In comparison, high street stores' prices continue to rise, with some even rivalling mid-range designer stores in terms of affordability. Spanish brand Mango, for example, is currently selling a number of coats for just under £400, while coats at Cos are now reaching over £1000. That's the same cost as around 25 coats at F&F. Our supermarket standout categoriesSupermarket brands are great for both everyday and occasionwear dressing. However, it's supermarket basics that get us most excited. From boxy t-shirts to rollneck jumpers to crisp button-downs, these items may not feel exciting but can make or break an outfit. The perfect boxy tee can make an outfit feel expensive, while a wrongly-cut shirt instantly makes you look dated. Basics are also one of the most frequently-worn items in our wardrobes, so it's always a good idea to have multiples available to wear on rotation. Therefore, finding options that are both stylish and great value for money is paramount. With chic options from the likes of F&F at Tesco (£10 for a 100 per cent cotton t-shirt) or George at Asda (£7.50 for a pair of everyday bootcut trousers) the supermarkets have it covered. On the opposite end of the spectrum, supermarket brands are also a great place to shop for partywear. Glamorous options here rival options at high street stores like Primark and Zara as they tap into trends just as successfully and are equally well made. Our favourite way to wear them is by mixing and matching a supermarket dress or suit with a statement bag or oversized earrings from a more expensive brand. This is what else we'll be heading to the supermarket for this season:Chic coats and jackets Timeless denimChildren's clothes and schoolwearHoliday dressesCosy PJs and nightwear Shopping tips for your next supermarket fashion trawlThink ahead. Hold out for end-of-season sales for pieces at significantly reduced prices that you can get out brand new next year. Coats or swimwear are great categories to shop ahead of time. Try sizing up. Affordable clothes can often be made to look more expensive by sizing up for a more oversized, boxy fit. If you're shopping in-store, go during the week for a quieter, more relaxed experience. During the weekend, you'll be competing with the masses doing their weekly food shop. Summer items start going into sale at the end of July. However, it's often still warm in the UK well into September or October. Look out for the best deals (that you can still get lots of wear out of) during this time. Clothing fit can differ between supermarket brands. If you're buying somewhere for the first time, look for the brand's size guide and compare against your own measurements instead of simply going with your usual size. Everything you ever wanted to know about supermarket fashion Is supermarket fashion better value for money compared to clothing from high street brands?Supermarket fashion offers some of the most affordable clothing available. However, this doesn't mean it looks cheap. In fact, similar to the high street, supermarket brands like F&F and Tu are heavily inspired by designer pieces straight off the runway. What are the most popular items to buy from supermarket fashion brands?Some of the most popular items to buy from supermarket fashion brands are coats and jackets. For example, the reversible F&F check trench coat went viral on social media last year and has already sold out again after it was restocked in early September. How are supermarket fashion brands able to track upcoming trends?Many of the creative teams at supermarket fashion brands come from high street or designer brands. For example F&F's former managing director Jan Marchant was previously at Topshop, while Zoe Stott (a design consultant at Bella Freud) has worked on many of the brand's campaigns. These experienced teams are well versed in spotting high-end trends and adapting them to meet more affordable price points. Is the quality of supermarket fashion brands reliable enough for special occasions? Supermarket brands have lots of special occasion pieces available to buy, and will often produce specific partywear edits ahead of the festive season. With this in mind, pieces are designed for practicality, comfort and style and so are a great option for occasionwear dressing. When is the best time to shop the supermarket to get the best deals?For the best deals, look out for end-of-season sales. These usually occur in late January, March, June and September to coincide with the changing season and subsequent emptying of the warehouses. Other sales will often occur in November for Black Friday or just after Christmas in the Boxing Day sales. How to spot the best style and value on your weekly shop Check for secure stitching and tidy finishingLook for timeless colours Opt for styles you'll love for longer than one seasonScrutinise the fabric compositionPrioritise value for money over quantityWhat AW26 has in store for supermarket fashionThis season, we've seen supermarket fashion offerings get better than ever. The perfect mix of trend-led design, affordable price points and reliable quality means that shoppers are now often prioritising these brands over traditional high street stores. It goes without saying that shopping supermarket fashion is simple – most people will go out for the food shop and pick up items while they're already there. But shoppers also now actively heading to their local supermarkets or online specifically to pick up clothing. Thanks to consumers' increasing demand for affordable clothing, plus social media helping to highlight standout styles, they're quickly becoming some of the most popular affordable fashion brands in their own right.