But the one supermarket fashion line that’s really impressed me (and the rest of the internet) is George at Asda. Their latest drop features a range of fashion-forward pieces – from the viral printed puffer to the ridiculously chic brown suede bomber, both £38, and the Déhanche-style belt for £10 – that look way more high-end than their sub-£40 price tag.
This is where I should caveat that like any affordable clothing, the pieces may not last as long as they’re often made from cheaper materials. For example, jumpers and cardigans won’t have a high wool content, so may not be as sustainable or warm as a higher-quality item. That being said, through their ‘George for Good’ sustainability strategy, the brand uses responsibly-sourced fibres in over 80% of their clothing, and focuses on sustainable manufacturing and supply chain transparency.
Okay, your fashion friends might still turn their noses up when you say you’re wearing an Asda jacket, but when it looks this good and you doesn’t dent your bank balance, then who really cares?