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Tesco's own brand, Florence and Fred, for example, is already promising fake furs, Sixties shifts in wool and crepe and monochromatic sweaters.
WHERE TO BUY: Accessorize: 0870 412 9000 Florence and Fred @ Tesco: 0800 505 555 Debenhams: 0207 408 4444 Marks & Spencer: 0845 302 1234 River Island: 0208991 4759 Warehouse: 0870 122 8813 CAPTION(S): Red satin, pounds 25, J by Jasper Conran @ Debenhams; Animal print, pounds 18, Marks & Spencer; Gold sequin, pounds 20, Accessorize; Sliver with gem detail, pounds 5, Florence and Fred @ Tesco; Black patent with gold lettering, pounds 19.
But as George at Asda, Tesco's Cherokee and Florence and Fred collections and Sainsbury's TU range have all proved, supermarkets can come up with fashion that is just as up-to-the-minute as your average high street retailer.
99, by Florence and Fred at Tesco; purple shoes, pounds 16.
The dress was initially available for online shoppers in Tesco's Florence and Fred range and cost pounds 16.
CAPTION(S): SHE WEARS: Cream cardigan, pounds 35, Marks and Spencer' scarf with rose, pounds 22, Benetton' blue top, pounds 8, Florence and Fred at Tesco' skinny jeans, pounds 20, Cherokee' HE WEARS: Green and grey striped jumper, pounds 39.
Florence and Fred is stocked in more than 300 Tesco stores nationwide.
Byline: Carole Ann Rice Instead of clothes that make you look off your trolley, Florence and Fred presents clothes you throw in your trolley.