Asda shoppers can bag a vintage Gucci gem today

EAGLE-EYED shoppers at Asda could pick up some vintage Gucci clothes alongside their groceries this weekend as the supermarket celebrates the release of a film about the Italian fashion house.

Second-hand Gucci tops, dresses, coats and socks will be hidden in 50 supermarkets across the country today as Sir Ridley Scott’s House of Gucci opens in cinemas.

Shoppers can emulate Lady Gaga, who wears an array of outfits as she plays Patrizia Reggiani, who hired a hitman to murder her ex-husband Maurizio Gucci in 1995.

The sale, which is not an official collaboration between Gucci and Asda, will form part of a “treasure hunt”.

Shoppers with as little as £12 could find a Gucci garment hidden on the rails among Asda’s £16 fleece jackets and tartan shirt dresses.

But those after a bag will have to stick to a bag for life, as accessories are not part of the promotion. Items donated to Preloved, the vintage wholesaler that has teamed up with Asda, tend to be clothing no longer worn by owners. Expensive accessories, such as bags or jewellery, often surpass trends and are kept for longer.

Gucci is the most popular secondhand designer brand in the UK, according to pre-owned fashion site Rebelle.

Alessandro Michele, the fashion house’s artistic director, launched the label’s own pre-worn outlet, the Gucci Vault, in September, where secondhand dresses sell for more than £500 and jackets for £1,000.

Lauren Mallins, from George at Asda, said: “Whether you are a lover of vintage or just want to make more sustainable choices, our hand-picked Preloved pieces are always a treasure trove of gems and now Gucci is adding to our customers’ reasons to shop with us.”

Steve Lynam, the managing director of Preloved, said: “Our partnership with George at Asda is one that we are proud of, so we’re delighted to offer their customers the chance to pick up something they have always dreamt of owning in their local supermarket.”