Supermarket shoppers race to bag ‘wow factor’ autumn dress that looks expensive and flatters all shapes
A TOP supermarket has unveiled a “wow factor” autumn dress on its rails – and shoppers are racing to snap it up.
Sainsbury’s in-house fashion brand, Tu Clothing, has released the Blurred Floral Print Midaxi Dress as part of their new season collection.
The pretty print has already been compared to a watercolour painting by delighted fashionistas.
And the elasticated waistband, vertical pleating and floaty silhouette means the £32 frock will look flattering on all figures.
Sainsbury’s bosses say: “Update your autumn wardrobe with our blurred floral print midaxi dress.
“It comes with long sleeves and has a round neckline with keyhole cut out details and a tie-fastening.
“This romantic style will look great with black heeled boots.”
The dress is available in sizes 8-24 and comes in short, regular and long to ensure the perfect length.
But with many sizes already sold out online, shoppers have been legging it to their nearest store to bag it.
“Look how beautiful”, one gushed.
“I want to say it’s like a watercolor painting. It’s just beautiful. Look at the pleating effect.
“It’s one of those dresses, you know, when you think ‘I really don’t know what to wear. I know, it’s that dress’.”
Hailing it as five stars, another shopper said: “Bought this today in size 10R for work and it fits lovely.
“I’m between a size 10/12 and 5ft 5. Looks and feels more expensive than it is.”
“I’m going shopping in Sainsburys this Friday, wow factor indeed”, screamed a third.
A fourth chimed in: “Just ordered that beautiful dress!!!”
A fifth echoed: “That dress is gorgeous and is a similar print to one I’ve seen in River Island. Buying immediately.”
And a sixth wrote: “Just loved the dress so much, I have had to order.”
Not everyone is a fan of the autumn staple though, as one disappointed fashion fan claimed: “Pleated dress very frumpy, sorry.”
“The pleated dress is giving giant moth vibes”, sighed someone else.
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.