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  • Fashion and supermarkets aren’t actually polar opposites
  • Fashion and supermarkets aren’t actually polar opposites
    Chanel (2014) ©
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Who buys their skinny jeans in a supermarket?

Having reshaped the British grocery landscape, discount supermarket Lidl has announced its first fashion line. As competition for ‘top UK supermarket’ steps up, is selling jeans next to the milk aisle now non-negotiable? And what does it say about our changing shopping habits?