With the high street shops constantly battling to prove how fashion forward they are, seems like the supermarkets are now following suit. Yesterday Tesco launched its new Florence and Fred Couture range. Initially I was very sceptical. Is it really going to be Couture or is it just a marketing ploy?
Couture has various definitions in the dictionary including fashionable custom made women's clothing (it isn't custom made), or an abreviation of Haute Couture, which has a very strict criteria that I am sure Tesco's do not fulfil. However despite its perhaps slightly misleading name, the collection is quite promising if quite expensive. Not having seen any of the 16 pieces from the collection up close, it is difficult to make a judgement on quality but there is clearly a lot more attention being paid to the construction of this range than the usual supermarket ranges of clothes with some interesting details like external zips and tiny buttons and loops to fasten.
I love the shapes and sculptural structures of some of the pieces including the pagoda dress and sequin jacket.
There are also some great custom prints such as the one featured on this silk dress and racer back top.
I also like the way Tesco are going in offering quality over quantity which is better for the environment. But I do find it slightly strange that the Pagoda dress is made from 100% polyester and many of the clothes have polyester linings, not really sure that I could justify paying £140 for a polyester dress. Using unsustainable materials in these clothes is also going against everything they are trying to say with their new recycled/ eco range. There are however some options in pure silk and cotton mixes.
Overall I quite like the designs and love the colour schemes but am struggling a bit with the price and synthetic materials. The 16 piece collection is only available online, so I won't be getting the opportunity to pop a bit of 'Tesco couture' in my shopping trolley along with my Coco Pops, not for now anyway!