A veteran fashion editor has undertaken an unconventional challenge for this year’s London Fashion Week by choosing to dress exclusively in supermarket clothing rather than luxury designer brands. The initiative stands as a response to the current cost of living crisis, aiming to demonstrate the viability of affordable fashion on one of the world’s most high-profile style stages.

With over a decade of experience front-row at major fashion weeks globally, the editor, who recently relocated from London to Norfolk and no longer works full-time with mainstream fashion outlets, decided to forgo her usual wardrobe of high-end labels. Instead, she pledged to wear only items available from UK supermarkets such as Asda, Tesco, and Sainsbury’s. She also excluded Marks & Spencer from her selections, citing the brand’s established status as a fashion staple, which she felt would undermine the challenge’s intention.

The project unfolded over the three days of London Fashion Week, beginning with an outfit featuring pieces from George at Asda and Tu at Sainsbury’s, including jeans, a cashmere jumper, and a reversible trench coat priced at £55 from Tesco. Despite feeling somewhat out of place among attendees dressed in extravagant designer gowns—especially at shows like Bora Aksu—she received positive reactions to her trench coat and secured her usual front-row seat.

On the second day, she experimented with a trendier, more layered look combining a £38 funnel neck jacket and a £20 heritage check skirt from George at Asda, paired with loafers and a handbag from Tu at Sainsbury’s. The total outfit cost approximately £116. While the ensemble garnered some compliments, it was deemed less distinctive when set against the bold and eclectic styles typical of London’s fashion week attendees. The editor noted that without mixing high-end accessories or vintage pieces, the look fell short of the individuality often celebrated at the event.

For the final day, the editor opted for a more dramatic style with a fluffy jacket and a sheer black dress, both from Tu at Sainsbury’s. However, she found this “peacock” outfit uncomfortable and impractical for the humid day, leading to mixed feelings about its suitability for the occasion.

The editor’s overall experience suggests that supermarket fashion can indeed achieve chic and credible looks for significant fashion events, provided the pieces are selected thoughtfully and combined with an understanding of context and styling. Notably, Tesco’s F+F collection received praise for quality and style, positioning it as a competitive alternative to traditional high street and designer fashion, while Tu at Sainsbury’s also stood out for its use of natural fibers like suede, cashmere, and lambswool.

With 81 percent of shoppers reportedly acknowledging improvements in supermarket clothing ranges, the experiment highlights a growing democratization of fashion amid economic pressures. The editor concludes that while a complete head-to-toe supermarket ensemble remains challenging in the highly curated environment of London Fashion Week, incorporating affordable items into a wardrobe is a practical and stylish option for many consumers.