The F&F Couture range is the first time a supermarket has crossed over into high-fashion. The range will consist of 16 pieces ranging from £40 to £140, including an embellished sequin jacket.
The line will be headed up by Terry Green, chief executive of Tesco clothing, who announced last week he would step down from the role after five years.
Green says: “This 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.”
Tesco has appointed former Sainsbury’s executive Richard Jones to take on the role of chief executive of clothing.
He will run Tesco’s UK clothing and home business and previously headed up Sainsbury’s non-food business and set up its Tu clothing brand.