The thought of buying clothes alongside my fruit and veg at my local supermarket isn’t exactly inspiring. Broccoli, check. Tampons, check. Toothpaste, check. A new swimsuit, check. Hardly lust-worthy is it?
However — and this is a big however coming from someone who loves shopping at high-end boutiques, with their scented candles burning, the quiet and luxurious changing rooms and lovely sales assistants — Coles (yes the supermarket) has launched an Australian first in fashion that I actually can’t wait to get my hands on.
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Bringing fashion to the grocery aisles, Coles is launching an exclusive collection of clothing and accessories to be sold in selected supermarkets from tomorrow.
They are calling it MIX, every single item will be under $40 (t-shirts are priced at $8, swimsuits at $25 and cute summer dresses at $30), and the pieces are, well, adorable.
Designer Joseph Mimran (formerly of Club Monaco) has got it spot on, with his classic colour palettes, quirky prints and beautifully cut basics.
My favourite pieces from the collection are the mixed print pyjamas, cute reversible bucket hats, a sleeveless safari dress that would make even Lauren Hutton proud and a cute burgundy throw-on dress that will easily become my summer staple.
The range will be regularly refreshed every two weeks throughout the season, perfect for regular Coles shoppers who want something new to choose from with every supermarket trip.
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And once choices have been made (which at these prices, choosing won’t really be a problem), you simply add your selection to your trolley and pay for the pieces together with your cornflakes and milk.
From now on I just need to make sure I don’t forget the actual groceries.
Your say: Will you buy clothes while you’re doing the grocery shopping?
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