Hallelujah! The fashion gods have finally answered my prayers. After SIX FREAKING YEARS of having to drag myself to actual physical stores like some kind of caveperson, Tesco just announced they're bringing their F&F clothing line back online. I'm literally doing a happy dance in my living room right now.
Remember 2018? When they cruelly snatched away our ability to shop F&F from our couches? I've been holding a grudge ever since. My sister used to mock me for constantly complaining about it. "Just go to the store, Melissa!" Yeah, because I totally want to squeeze past the bread aisle while trying to find my size in those camel trousers everyone's obsessed with.
The announcement that made me spill my coffee
So there I was this morning, April 10th, scrolling through boring financial reports (don't ask why - my job occasionally requires me to pretend I understand business stuff) when I spotted the news buried in Tesco's latest financial results. They casually dropped that F&F is "scheduled to go live for customers in the year ahead." That's it. No exact date, no details, just that tiny crumb of information that sent me into a frenzy.
Honestly, they've been teasing us since September with hints about this. I remember texting my friend Emma who's equally obsessed with their clothes: "If this is another false alarm I'm switching to Sainsbury's permanently."
Why am I so weirdly excited about supermarket clothes?
Listen. If you haven't checked out F&F lately, you're missing out. The range has low-key become fashion TikTok's darling. Some people are even calling it the "new Zara" which... isn't completely crazy? I spent $127 on F&F stuff last month and got more compliments than on the one Zara dress that cost me nearly that much alone.
Their matching sets are everything. That Camel High Neck Waist Coat (£22.50) with the matching trousers (£25.50) is basically identical to something I saw in a boutique for triple the price.
And unlike some places (looking at you, Zara), they actually make clothes for bodies larger than a size 12 that don't look like shapeless sacks.
The supermarket fashion revolution is no joke
It's not just Tesco either. The whole supermarket clothing game has leveled up dramatically. My colleague bought those £17 George at Asda trousers that are dupes for the £235 Ganni ones. She wore them to a work event and our fashion editor (who is the snootiest person I know) asked where they were from. Her face when she heard "Asda" was priceless.
Sainsbury's TU range has also been crushing it lately. My mum grabbed that viral cardigan everyone was hunting down in February and now refuses to take it off. I'm starting to think she sleeps in the thing.
The not-so-great news lurking in teh financial report
While I'm buzzing about the F&F news, there was some less exciting stuff in that same financial report. Tesco's expecting lower profits this year - between £2.7billion and £3billion compared to the £3.1billion they just made. Something about a potential supermarket price war.
Their CEO Ken Murphy was doing that corporate speak thing: "Our continued focus on value and quality, coupled with market-leading availability, has contributed to another year of increased customer satisfaction and our highest market share for nearly a decade."
Translation: "We're doing great but might need to slash prices because Aldi and Lidl are coming for our necks."
What this means for my bank account
The convenience of online shopping is both a blessing and a curse. Back when I had to physically go to Tesco for F&F clothes, the effort involved naturally limited my spending. Now? God help me.
I've already warned my partner that our spare room might temporarily become an F&F fitting room once this launches. His response: "As long as you actually return the stuff you don't want this time." Fair point, considering the 3 unworn items with tags still hanging in my closet from my last impulse buy.
If you're looking to save money (unlike me, apparently), Vinted is still the holy grail for bargains. Though I once spent an entire Sunday afternoon scrolling through listings and somehow ended up with more clothes than if I'd just bought new ones. Oops.
Anyway, no launch date yet for the F&F online store, but you better believe I'll be refreshing Tesco's website obsessively for the next few months. My credit card is terrified.
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