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F&F forays into high fashion by supermarket chain
26
Mar '10
F&F Couture is the first foray into high fashion by a supermarket chain, and is set to banish any preconceptions about supermarket fashion. Eye-catching design features,bespoke fabrics and intricate detailing are present in every garment in the collection, which encompasses sixteen items ranging from a sheer printed racer-back vest to a heavily embellished sequin jacket.

F&F Couture mixes print, texture and embellishment in a colour palette of zingy acid brights, muted charcoals and regal magenta tones.

Buying Director of Tesco Clothing Jan Marchant commented: "F&F Couture signifies a new era for supermarket fashion. It's a high fashion-led range which will enable us to meet the increased desire for affordable yet high quality clothing, and we're so confident that the range will be a success that work has already begun on the Autumn/Winter range."

The standout piece of the collection is the Textured Pagoda Dress which is sculpted in a flattering hourglass shape. A ruffled collar adds detail to the dress whilst the exposed zip adds a welcome edginess.

Embellished with metallic silver sequins that highlight the muted print, the Pagoda Jacket is a dramatic cover up that will add interest to any outfit. The jacket is paired with the unstructured sequin trim Fisherman Trousers that have a flattering paperbag tie waist and slouchy oversized pockets.

Combining sharp tailoring with a feminine edge, the Stripe Shorts and Waistcoat are adorned with pintucks and origami pleats. A peek-a-boo cutout adds interest to the back of the waistcoat with the wrap-around fastening on the shorts creating a skirt-like appearance.

The Black Cropped Jacket is adorned with thousands of tiny sequins giving it a metallic quality, whilst the over-exaggerated long balloon sleeves add interest by playing on proportion. The Harem Pant in grey silk features a gathered waist and fabric is pulled in with drawstrings around the ankle.

Featuring diaphanous swathes of white fabric that drape from a high ruffled neckline, the Multi Layered Dress has an ethereal quality whether dressed up or down. The Multi Layered Skirt in the same fabric is finished with a puffball hem.

The Printed Crop top and maxi Sweep Skirt both come in the same moody charcoal coloured print and are finished with a black sequin trim, giving them a grungy yet feminine feel. The Longline Printed Vest is in sheer fabric and has an exaggerated racer back.

Punchy brights are the key focus for the Acid Print Oversized Dress and Jumpsuit. Garments are finished with ruched detail and gemstones. The Extreme Jacket in light denim sits alongside these.

The full F&F Couture range will launch exclusively online at tesco.com/clothing on the 29th March 2010.

Tesco plc

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Courtesy: India ITME

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