New Coles fashion style set to smash other clothing stores

STYLE gurus scanning the Coles fashion range MIX are tipping the clothes will be a big hit at the checkout.

The grocery goliath's catwalk launch and latest retail industry shakeup yesterday surprised commentators who may have secretly expected daggy, but found fresh, clean and unpretentious trendiness for the masses.

"It's simple, affordable and on trend," fashion expert Melissa Hoyer said.

"It's very Australian in the sense it is not trying to be smarty pants."

The first collection, from a New York design team, is a showcase of mainly women's clothes in block colours, neutrals, prints and stripes from $4 thongs to the most expensive garment, a $39 dress.

Stylist Amber Renae said young mums pressed for time would lap up the concept.

"It looks wearable and fashionable and actually seems carefully designed rather than thrown together. Put a designer handbag with one of their shift dresses, and you wouldn't even know where it was from."

What do you guys think? Will it break fashion history or not? Sounds quite odd to me!

"Just imagine, walking to buy some fruit and veg and stopping to buy a frock along the way! Genius!"

Signed YayImLoved!