Viva fashion designers for supermarkets

I read an article this morning about Peter Morrissey designing for Big W and I must admit I got a bit excited.  We are all far more value conscious these days and I am all for style at affordable costs so the fact that Big W are investing in this market is fantastic. The range launches today (Monday 24^th October) and I had a look online at some of the women’s fashion and I have to say I am tempted to have a drive down there and pick up a bargain. I love this dress!

The only thing that puts me off is I hate busy supermarkets. A few years back when Stella McCartney launched her range of clothing in Target Australian women lost their minds. The hysteria seen there made me vow never to go. I found it equally hilarious when 80% of the stock turned up on eBay at higher costs. Were we really that desperate for affordable designer fashion in 2008. I guess we were. Back then the thought of Topshop and Zara opening in Australia was a pipe dream, and online shopping was only just starting to grow, and now look at us.

Stella opens at target

A fashion designer working with supermarket brands is nothing new. In 1990 George Davies (Founder of Next) launched his range in Asda, and since then Asda has never looked back. This was the days before supermarkets were the global multimedia brands that they are now. At first people were sceptical but soon the other supermarkets followed. Tesco followed up with Florence and Fred (Not to mention selling Calvin Klein and Levi’s jeans at low low prices), Tesco now also have Elspeth Gibson designing for them. Sainsbury’s signed up Jeff Banks. They have since parted ways but they have learnt to create a designer line which they have now called Tu. (You).

So who else is doing good things in Supermarket land? I’m a bit excited about Missoni and Target in the US. I’m also intrigued to know how that kind of patterned fabric works on a mass population. Let’s hope they bring that to Australia. Here I’m excited by Josh Goot at Target and the Stella range.

My biggest problem with these designer brands is access. I am so in favour of affordable style, but these items should be available to buy online. Let’s face it the supermarket clothes shopping experience is always a bit of a bun fight, and really not that enjoyable. So let’s all be civilised and shop online. Big W take note, I want to buy some Peter Morrissey stuff without setting foot in store! Good on Tesco in the UK for opening a designer clothing only high street store. Let’s hope it’s something that can be implemented around the globe!