SAINSBURY’S shoppers are going wild after spotting a “gorgeous” new autumn pyjama collection.
The supermarket’s in-house fashion label Tu is one of the best-loved brands on the high street, and is constantly wowing us with its stylish but affordable fashion.
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TikToker Jasmine Poppy sent fashion lovers into a frenzy when she posted a clip of her latest TU Clothing purchases.
The TikToker showed off Sainsbury’s new range of cosy sets perfect for snuggling up as the nights draw in.
Among the finds was the Mini Me Women’s Halloween Pink Pumpkin Print Slinky Pyjama set, priced at £16, with the rest of the line retailing at £20.
And while Halloween PJs usually mean garish orange and purple prints, Sainsbury’s has gone for something a little different this year with pretty designs in soft pinks and cute patterns that shoppers say are “perfect for autumn”.
The line includes a pink jersey pasta printed set, cosy pin-striped pumpkin set and a fun cherry cake printed set, with plenty of other cute designs for shoppers to pick from.
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The playful pumpkin prints, soft fabrics, and matching sets have quickly earned a spot on people’s must-buy lists.
“I LOVE TU pjs, they’re so comfy,” raved one fan in the comments.
Another wrote: “Never have I run to order something so quickly.”
A third added: “These are gorgeous, I want all of them.”
One shopper had their eyes on a particular set, gushing: “I need the cherry pumpkin ones.”
While another insisted: “Sainsbury’s pjs top all others, honestly.”
It’s clear Sainsbury’s is coming into the colder months well prepared, with styles that feel seasonal without being over-the-top spooky, perfect for anyone who wants to nod to Halloween without going full fancy dress.
So, if you’re already dreaming of hot chocolate, candles, and a fresh pair of matching PJs, you might want to make your next supermarket trip a pyjama haul.
It comes after a Sainsbury’s fashion boss sent shoppers into a frenzy after giving them a sneak peek of their new autumn arrivals.
Hannah Pountain, Director of Merchandising at Tu Clothing, revealed her top five picks from the new range in an Instagram video over the weekend.
And she rounded up her five top picks from the new range – including a staple buy which proves a classic 1920s trend is returning.
The autumn drop follows a wave of excitement over other high street nightwear launches.
Just last week, Primark had shoppers swooning with a Clueless-themed pyjama line, inspired by the iconic 90s rom-com.
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Is supermarket fashion the new high street?
DEPUTY Fashion Editor Abby McHale weighs in:
The supermarkets have really upped their game when it comes to their fashion lines. These days, as you head in to do your weekly food shop you can also pick up a selection of purse-friendly, stylish pieces for all the family.
Tesco has just announced a 0.7 per cent increase in the quarter thanks to a ‘strong growth in clothing’ and M&S has earnt the title of the number one destination for womenswear on the high street.
Asda’s clothing line George has made £1.5 million for the supermarket in 2023, 80 per cent of Sainsbury’s clothes sold at full price rather than discounted and Nutmeg at Morrisons sales are also up 2 per cent in the past year.
So what is it about supermarket fashion that is becoming so successful?
Apart from the clothing actually being affordable, it’s good quality too – with many being part of schemes such as the Better Cotton Initiative.
A lot of the time they keep to classic pieces that they know will last the customer year after year.
Plus because they buy so much stock they can turn around pieces quickly and buy for cheaper because of the volumes.
