‘So easy to wear' cry shoppers over perfect summer dress in Sainsbury's – it's comfy, looks expensive & doesn't crease
The supermarket's in-house fashion label, Tu Clothing, is renowned for its stylish buys at reasonable prices.
And if you like to be comfortable as well as fashionable, you've definitely come to the right place.
Shoppers have insisted the new Sainsbury's midi dress is perfect for all shapes and heights, and "makes them smile".
The "beautiful" Multi Postcard Printed Strappy Midaxi Dress is priced at £22.50 and comes in sizes six to 24.
Describing it online, the Sainsbury's team say: "Designed in a bright postcard print for a distinctive summer look, this sun dress is a chic choice for beach days and sun-soaked getaways.
"Cut to midaxi length, it comes in a loose, flowing silhouette - finished with shoulder straps and a v-neckline."
Unsurprisingly, the colourful frock has racked up a flurry of five-star reviews and is almost completely sold out online.
So if you're looking to get your hands on it, you may need to leg it to your nearest store.
One delighted fashionista gushed: "So easy to wear and looks great with a tan to show off. Doesn't crease either!
"Got lots of great comments in it.. looks more expensive than it actually is."
A second wrote: "Bought for holiday and it really is perfect.
"Size is spot on and I don't need to shorten it as I'm five foot one inch that is usually the case.
"The quality is excellent. So pleased I've bought loads more on line for my holiday. Quick delivery and easy returns. Well done Tu."
A third chimed in: "I fell in love with this dress and it's perfect for my trip to the Caribbean.
"The fit is excellent and flows beautifully, lovely fabric, adjustable straps and pockets! The length is great, usually they are too long, but this falls just right on me at 5ft 1."
"I love the fabric, it's a good length and has pockets. Perfect for summer", cried another shopper.
A fifth revealed: "I popped into Sainsbury's to get my mum's shopping and saw this dress as soon as I walked in.
"I just fell in love with it; the vibrant colours, the style - pockets! - and it just made me smile.
"I wasn't disappointed when I tried it on when I got home. It is easy to wear, comfortable and just the right length. I am so pleased and can't wait to wear it."
Meanwhile, a sixth wrote: "Adjustable straps floaty and a linen type feel to the fabric. On trend."
Is supermarket fashion the new high street?
DEPUTY Fashion Editor Abby McHale weighs in:
The supermarkets have really upped their game when it comes to their fashion lines. These days, as you head in to do your weekly food shop you can also pick up a selection of purse-friendly, stylish pieces for all the family.
Tesco has just announced a 0.7 per cent increase in the quarter thanks to a 'strong growth in clothing' and M&S has earnt the title of the number one destination for womenswear on the high street.
Asda's clothing line George has made £1.5 million for the supermarket in 2023, 80 per cent of Sainsbury's clothes sold at full price rather than discounted and Nutmeg at Morrisons sales are also up 2 per cent in the past year.
So what is it about supermarket fashion that is becoming so successful?
Apart from the clothing actually being affordable, it's good quality too - with many being part of schemes such as the Better Cotton Initiative.
A lot of the time they keep to classic pieces that they know will last the customer year after year.
Plus because they buy so much stock they can turn around pieces quickly and buy for cheaper because of the volumes.
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