I’m a fashion editor & I’m ditching the high street for supermarket style – here’s my must-have from £6
WHEN it comes to fashion, Erica Davies knows her stuff.
As a busy working mum, author, influencer and The Sun’s former fashion editor – she knows what women need to get out of their clothes to look and feel good.
She’s partnered with George at Asda for a curated collection of 14 looks named Style Stories by Erica Davies, which is made up of wardrobe staples that aren’t plain and boring but colourful, versatile and, the best bit, affordable.
Erica said: “I really want all the pieces to be everyday wardrobe heroes; clothes you’ll wear again and again in different combinations.
“And while leopard might be a key trend for the new season, for some of us it is a classic that will never date!”
Working alongside George, which is fast becoming one of the most stylish brands the UK has to offer, she’s using her industry experience to make throw on clothes to create amazing, statement outfits that you can wear season after season.
Erica added: “I remember going to George with my mum when it first launched and now I’ve come full circle.”
As a life-long fan of the brand, from falling in love with their affordability, to working with them in her job as a fashion editor to now having her own range, this collection isn’t forced – it was meant to be.
Erica’s key pieces from the range include a lot of leopard, a perennial trench coat, durable denim and a do-everything dress.
Here, Fabulous’ fashion editor Clemmie Fieldsend reveals all.
Erica’s book, Leopard Is A Neutral, does what it says on the tin, it shows you that leopard print can work with anything and everything you have in your wardrobe.
So it makes sense for her George at Asda range to be full of classic animal pattern.
The drawstring trousers, £22, are a welcome change from jeans and are great for creating a waist whilst still remaining comfortable.
Plus this fluffy leopard print cardigan, £20, will add texture and cosiness to any look.
Trench coats are in every year but this autumn/winter they’re taking over the coat world.
In the range there are two, one is a classic beige style, £38, and the other is a small check design, £42.
Also, there is a stylish belted jumpsuit, £18, pencil skirt, £20 and dark wide leg denims, £18, that are comfortable and stretchy so you don’t feel restricted after a full day of wear.
Remember that viral quilted jacket from George earlier this season?
Well, Erica has got two new styles for £30, in dark burgundy and pink floral, plus a lighter green and pink floral.
Plus there’s this stunning cotton and satin dress that can be chucked on first thing in the morning before you rush out of the door and it will make you look like you’ve had hours to get ready – for just £20.
You can wear it with trainers or trusty winter boots, or dress it up with statement heels and accessories.
Is supermarket fashion the new high street?
DEPUTY Fashion Editor Abby McHale weighs in:
The supermarkets have really upped their game when it comes to their fashion lines. These days, as you head in to do your weekly food shop you can also pick up a selection of purse-friendly, stylish pieces for all the family.
Tesco has just announced a 0.7 per cent increase in the quarter thanks to a ‘strong growth in clothing’ and M&S has earnt the title of the number one destination for womenswear on the high street.
Asda’s clothing line George has made £1.5 million for the supermarket in 2023, 80 per cent of Sainsbury’s clothes sold at full price rather than discounted and Nutmeg at Morrisons sales are also up 2 per cent in the past year.
So what is it about supermarket fashion that is becoming so successful?
Apart from the clothing actually being affordable, it’s good quality too – with many being part of schemes such as the Better Cotton Initiative.
A lot of the time they keep to classic pieces that they know will last the customer year after year.
Plus because they buy so much stock they can turn around pieces quickly and buy for cheaper because of the volumes.
The 45-piece collection is available online and in selected stores now, with new drops throughout the season.
Prices range from £6 for tops up to £60 for coats available in sizes UK8-UK24.