Former Glamour fashion director Alexandra Fullerton is navigating London Fashion Week using only supermarket attire. She is opting for brands like Asda, Tesco, and Sainsbury's to highlight the impact of the cost-of-living crisis.
The shift from Givenchy loans to £18 George jeans
Fullerton's decision marks a stark departure from her previous life in the high-fashion inner circle. For 12 years, she occupied the front row at major shows in Paris and Milan, often benefiting from designer loans from houses like Givenchy and Dolce & Gabbana. As the report notes, her current situation—having moved to Norfolk and no longer working full-time for major magazines—refletcs a broader economic reality.
Instead of multi-thousand-pound trench coats and designer totes , she is now styling herself in affordable alternatives to navigate the current cost-of-living crisis. Her first day featured a practical look consisting of £18 jeans from George at Asda, a cashmere jumper from Sainsbury's Tu brand, and a trench coat from Tesco.
Why Marks & Spencer was banned from the challenge
The rules of Fullerton's experiment are intentionally restrictive to ensure the challenge remains authentic. she has explicilty forbidden the use of any designer accessories and has even ruled out Marks & Spencer.. According to the source , M&S was excluded because its fashion credibility is considered too high, which would potentially undermine the spirit of the supermarket-only mandate.
An 81% boost in supermarket fashion credibility
This personal experiment aligns with a wider consumer trend where supermarket apparel is increasingly viewed as a viable fashion choice. The report states that 81 per cent of shoppers now believe that supermarket clothing has improved in quality. This shift is supported by high-profile associations, such as Yasmin Le Bon serving as the face of Asda's George brand, and the growing popularity of the Tu line at Sainsbury's.
Can 'supermarket chic' survive Alexander McQueen's London return?
As London Fashion Week heats up with the return of Alexander McQueen to the city and Christopher Kane joining Mulberry, questions remain about how the industry will receive this budget-friendly approach. While Fullerton reported feeling "chic" in her first day outfit, it is unclear how street style photographers will react to the lack of luxury labels.
The industry's response remains an open question, as the source does not include any commentary from the supermarket brands themselves or the designers being showcased. It reemains to be seen if this move is viewed as a legitimate style shift or merely a response to economic necessity.
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