Supermarkets have responded with enthusiasm to calls by Stuart Rose, chairman of the British Fashion Council, for London Fashion Week embrace them as well as expensive brands.
The glamorous event has suffered from lack of funding and competition from New York and Milan. Rose said one solution would be wider retailer participation.
Asda spokeswoman Christine Watts said: 'His remarks acknowledge that George is playing a serious part in fashion.' She added that this month's launch of an Asda-funded fashion degree for George staff was an indication of commitment to the industry.
A Sainsbury's spokeswoman said: 'It's great that Rose recognises the importance of high street retailers.'