A top supermarket has a fall dress with a “wow factor” hitting its shelves – and shoppers are rushing to get their hands on it.
Sainsbury’s own fashion brand, Tu Clothing, has released the Blurred Floral Print Midaxi Dress as part of their new seasonal collection.
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The beautiful print has already been compared to a watercolor by enthusiastic fashionistas.
And with an elasticated waistband, vertical pleats and a flowy silhouette, this £32 dress flatters every figure.
Sainsbury’s bosses say: “Update your autumn wardrobe with our hazy floral print midi dress.
“It has long sleeves and a round neck with keyhole details and a tie closure.
“This romantic style looks great with black heeled boots.”
The dress is available in sizes 38-54 and comes in short, regular and long, so you always have the perfect length.
But with many sizes already sold out online, consumers are rushing to their nearest store to get their hands on one.
“Look how beautiful,” cheered one.
“I want to say it looks like a watercolor. It’s just beautiful. Look at the pleat effect.
“It’s one of those dresses, you know, where you’re like, ‘I really don’t know what to wear. I know, it’s that dress.'”
Another customer gave it five stars and said, “I bought these today in size 10R for work and they fit great.
“I wear size 40/44 and am 1.65m tall. It looks and feels more expensive than it is.”
“I’m going shopping at Sainsbury’s on Friday, wow factor,” shouted a third.
A fourth joined in the conversation: “I just ordered that beautiful dress!!!”
A fifth said: “That dress is gorgeous and has a print similar to River Island. I’m going to buy it straight away.”
And a sixth wrote: “I liked the dress so much, I had to order it.”
Still, not everyone is a fan of this fall classic, as one disappointed fashion fan claimed: “Pleated dress is very sloppy, sorry.”
“The pleated dress is reminiscent of a giant moth,” sighed someone else.
Is supermarket fashion the new high street?
DEPUTY Fashion Editor Abby McHale says:
Supermarkets have really upped their game when it comes to their fashion lines. These days, when you pop in to do your weekly shop, you can also pick up a selection of wallet-friendly, stylish items for the whole family.
Tesco has just announced a 0.7 percent rise in the quarter thanks to ‘strong growth in clothing’ and M&S has earned the title of the number one destination for womenswear on the high street.
Asda’s George clothing line earned the supermarket £1.5m in 2023, 80 per cent of clothes at Sainsbury’s were sold at full price rather than discounted, and sales of Nutmeg at Morrisons have also risen by 2 per cent over the past year.
How is it that supermarket fashion is so successful?
The clothing is not only affordable but also of good quality, and much of the clothing is part of programs such as the Better Cotton Initiative.
They often stick to classic pieces that they know will last for years.
And because they buy so much stock, they can deliver quickly and the volumes are cheaper.
