Once a convenient add-on to the weekly food shop, supermarket fashion has become one of UK retail’s more competitive battlegrounds. Tesco, Asda, Sainsbury’s and Morrisons are no longer relying solely on footfall through their aisles to sell affordable clothing.

The Big 4 are sharpening their digital propositions, trialling online exclusives, leaning into influencer-led styling and using ecommerce to turn own-label ranges into fashion destinations in their own right.

As value remains front of mind for shoppers and social media continues to blur the line between high street and supermarket fashion, these grocer’s clothing labels are increasingly fighting for attention. This battle is no longer just in store, but also in search results, apps and online baskets.

Tesco F&F

Following the relaunch of F&F Online, Tesco is expanding its fashion ecommerce offer. Only last week, the supermarket announced it is adding more styles and size options to its site, as well as exclusive online edits.

Tesco has also worked to enhance search functionalities, which are designed to make outfit inspiration and the digital shopping experience easier.

This refreshed online experience across web and app gives customers access to 400 new styles, with more launching soon.

Katja Ahola Klamkin, managing director of Home & Clothing at Tesco, says: “F&F has become a destination for customers looking for great style at great value, and we’re continuing to invest in making that experience even better.

“Our refreshed online offer across web and app brings customers more fashion choice than ever before, including hundreds of additional styles, more sizes and exclusive online ranges, as well as enhanced search tools and curated styling inspiration, making it easier to discover and shop complete outfits with confidence.”

George at Asda

George at Asda’s womenswear strategy over the past few years highlights a shift from traditional celebrity and TV personalities towards fashion editors, stylists and creators. These influences can “authentically”  demonstrate how to wear the clothes and, importantly, drive measurable product demand.

George at Asda senior director Glenda Hansford says: “We’ve got the link up with Erica [Davies] that we started on womenswear, and we’ve continued that through. Influencers and content creators are absolutely something that we’re looking at how we can develop further to extend that reach.”

In fact the fashion and lifestyle blogger has fronted multiple Style Stories womenswear edits for George at Asda since 2023. Her latest dropping in February this year.

Rather than treating Davies as a one-off campaign face, George at Asda has built a recurring relationship with the TikTok star. And a successful one at that. Its own reporting says Davies had previously worn George pieces on Instagram that then sold out.

The leopard-print bomber from her second collection generated more than 7,000 searches on George.com in its first week after social media exposure.

Such success highlights the power in these collaborations. It is unsurprising that the wider sector is following suit. Hansford notes that “more and more retailers” are working with such content creators and influencers, and stresses that the Christmas advert competition could be very interesting in 2026.

Sainsbury’s Tu

Sainsbury’s is also increasingly treating Tu as a digital fashion business rather than simply a supermarket clothing range.

In May, the retailer reported that Tu’s womenswear digital sales were more than 1.5 times higher than two years earlier.

It is also using more frequent, phased online drops rather than relying on a handful of seasonal launches. Its 2026 high-summer collection, for example, was released in edits running from May through August.

“We’re continuing to push quality and design forward while staying grounded in value, creating pieces that feel current, versatile and easy to wear,” explains Melinda Harris, Tu director of product.

Sainsbury’s latest full-year results also showed Tu online sales grew by more than 20 per cent, while total clothing sales rose 4.8 per cent. Tu outperformed the clothing market for seven consecutive quarters, according to the supermarket.

Morrisons

Nutmeg is taking a different route from Tu, F&F and George. Rather than making a major push to reposition Nutmeg as a fashion destination, Morrisons is currently concentrating on availability, convenience, value and incremental digital expansion.

In February, Morrisons made Nutmeg clothing available for home delivery for the first time. Previously, customers could buy Nutmeg online through Click & Collect, but not have it delivered with their grocery order.

The initial launch covered just 44 high-frequency essentials, including socks, tights and babygrows. Morrisons said more lines would be added as the service rolled out.

Morrisons’ fashion rollout has yet to gain the attention of consumers. A recent YouGov study found that Nutmeg had 43 per cent awareness among UK shoppers, compared with 88 per cent for George and 78 per cent for both F&F and Tu.

There is evidence that it is trying to address this through social content. In 2025, Morrisons ran a Nutmeg social media ambassador competition, asking creators to produce short-form reels for Morrisons/Nutmeg’s social channels.

Like its competitors, Morrisons sees the potential of an engaging ecommerce fashion offering to win that all important basket share.

Click here to sign up to Retail Gazette‘s free daily email newsletter