Supermarket sweep

So, Tesco – Tesco’s cool right? Well, actually yes, it would seem so. Not only is Clothing at Tesco now an official sponsor of London Fashion Week, it also has a pretty hot new blog, featuring fashion editor and fashion blogger picks, street style and behind-the-scenes posts. Looks like they’ve been learning from fashion’s social media front-runners.

The website has many fashion-focused bargains on offer too. Not only is it home to the supermarket’s signature F & F collection, which includes dirt-cheap summer staples such as an all-American denim dress, floral sun dress and studded leather jacket, it also boasts a number of other exclusive ranges.

Its more high-end fashion offering, Liquorish, is described as a “hip east London based label” and has already proved a hit with celebs - Emma Bunton wore the mini spot dress on Dancing on Ice. The range’s spring/summer collection features some pretty floral playsuits and cute architectural and embellished shoulder dresses.

Adding another string to its bow, Tesco launched its exclusive ‘ethical’ clothing range by From Somewhere in March. The ethical design house, founded in 1997, uses recycled materials and the Tesco collection was inspired by the street markets in Sri Lanka that sell apparel industry refuse and the fabric on which manufacturers try out designs. There are a couple of scary body-con pieces in there, but also a lovely ‘mix and match’ material dress which conjures up images of French milk-maids - for me anyway.

Oh, and somewhat surprisingly there’s a gem within Misha Barton’s range of bags, also available on the site: The Doctor’s bag is the perfect summer satchel for that Alexa-inspired ‘Brit’ girl look.

Tesco is greeting the fashion world with open arms, and no doubt bargain-hunting fashionistas will, in return, greet Tesco with open wallets.