The Supermarket Fashion Brand Uk Girls Are Obsessed With RN

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Chances are, if you’ve followed me for a while, you’ll know that I absolutely love budget fashion and hunting out a great find at a bargain price. I suppose I get it from my mum who has always been creative, thrifty and never felt the need to spend more on something than was necessary. But also, when I was growing up, she was a single mum who didn’t have a lot of money, so one of our favourite things to do together was to shop at market stalls and thrift shops, finding hidden gems to feed my ever-growing fashion obsession, on a tight budget.

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Things have changed a lot since then and I have added a few high end and designer pieces to my wardrobe, but my passion for budget-friendly fashion find has never wavered. Which is why, when I moved to the UK almost five years ago, I’d regularly volunteer at and scope out charity shops in the posher areas of town to find some incredible deals on great brands I loved. Primark, the home of stylish budget-friendly fashion was an obvious choice that I frequent often, to this day. But what I wish somebody had told me sooner, was that some of your local supermarkets are a treasure trove of on-trend, affordable clothing. My eyes were opened to the magical world of supermarket fashion last year, and I haven’t gone back since. In fact, some of the items in my wardrobe I get the most compliments on are from George at ASDA, Tu at Sainsbury’s and my all-time favourite – F&F at Tesco. (PS pinkie promise this post hasn’t been sponsored by them in any way!)

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I hadn’t realised until I started Midsize Collective six months ago, what a cult following F&F had. It all started with Green Leopard Skirt Gate (if you don’t know what I’m talking about, scroll to the bottom of this post here to read the story) where I got over 100 DMs about an asymmetrical green animal print skirt they did last season. I STILL get messages about ‘the skirt’ and on another occasion, received tens of DMs from people saying how disappointed they were that F&F had been taken offline when Tesco did away with Tesco Direct last year.

I’ve also had so many girls sending me messages saying that F&F jeans are the best fitting jeans they’ve ever tried, and while I haven’t personally tried the jeans myself, I can certainly vouch for them in the trouser department. Almost every single pair of trousers I own are now from F&F because they fit me better than trousers anywhere else on the high street and make me feel amazing every time.

Here and here are some blog posts of me wearing other items by F&F, and here’s one of me on Instagram if you’re interested.

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Their selection of dresses, jumpers, skirts, coats and co-ords are so well-made, fit beautifully and are always bang on trend, that it’s hard to believe that most items are under £20 (barring coats, etc, of course). One of the reasons UK fashion girls love it so much is because of how size inclusive it is, with pretty much every item going up to a UK size 22! And the best news ever is that high street stalwart Next have recognised F&F’s potential, value and worth and, as of last week, now stock this amazing brand on their website, where I bought this zebra print dress along with this super chic print clash one and this perfect day-to-night shirt.

In fact, I was prepping for date night with J last night and was surprised to discover that subconsciously, all the main items I had pulled out to style had been F&F pieces I couldn’t wait to wear.

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Needless to say, as a blogger, it would be an absolute dream come true of mine to be able to work with F&F one day and promote the products I genuinely love, wear and believe in anyway. I’ll be adding that to my 2019 vision board, hoping that if I put it out into the universe, that it will manifest one day soon.

But in the meantime, I thought it might be useful to some of you who didn’t know about the brand / the gems it sells, so when you’re next in the market for anything from a date night outfit to some sharp new staples for work, all you need to do is pop into your local Tesco on your way home from work (or order online at Next) for a little well-deserved treat. Don’t forget to let me know how you got on!

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LOOK ONE: Dress: F&F | Blazer: Topshop (old) similar here | Bag: Staud | Hairclips: eBay | Sandals: Primark (current) | Sunglasses: MVMT (gifted)

LOOK TWO: Dress: F&F | Blazer: H&M (old) similar here | Bag: Stradivarius | Belt: Gucci | Shoes: ASOS (wide fit version here)


Have you bought anything from F&F yet? Share your favourite purchases with me in the comments below or via social media – I’m @MascaraEverSat on Twitter or @MascaraEverySaturday / @MidsizeCollective on Instagram. See you at the next post! xx

PS, like I said before, this post has not been sponsored by F&F in any way. Not an ad, just a fan.


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Anushka Moore is an almost-thirty-something blogger who moved across the world when the love she met on Tinder put a ring on it. She now lives in Manchester with her husband and her two little Poodle-cross fur children.

Her day job includes running her own social media content company and is the founder of popular Instagram account, Midsize Collective.

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