Idistinctly remember my mum taking me to our local Tesco to find a “warm coat” to take to university . At the time, I’d prefer to go cold rather than buy one from there. I didn’t want anyone to know that the coat I was wearing over freshers week was picked up a couple of aisles over from the eggs and dairy.

Now, in my 30s and having been a fashion editor for 12 years, I know all too well how much supermarket fashion has to offer. And for something as hardworking as a winter coat to see you through the storms, showers and everything in between, British supermarkets have us well and stylishly covered for reasonable prices.

Though the “Did I get old, or are M&S clothes so good right now?” memes ring true, there could be more to our shift towards shopping for clothes at the grocery store

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