Major supermarket retailer to launch bargain bridal range for the first time with gowns selling for just £24

SUPERMARKET fashion brand George at Asda is launching a bridal range. The retailer's first bridesmaid collection will land online next month that promises to be an affordable alternative to costly frocks. The stylish collection will feature four different styles of dresses with elegant detailing such as chiffon sleeves, silky satin textures and gorgeous colour ways including navy, pale pink and sage.

Plus multiway styles that are always a hit with bridal parties mean you can get plenty of different looks from one dress. The frocks will be available to customers in sizes ranging from 8 - 24. In the UK, bridesmaid dresses cost anything from £80 – £500, so wedding planners will be thrilled to learn that the George at Asda range will cost between just £24 and £32. However, the bridesmaid range would make for the perfect outfit for wedding guest or just a statement summer frock.

Asda's bridal collection will be online Saturday 8th March. George has had huge recent success with their viral leopard print puffer coat, £38, that was a dupe of Ganni's more expensive £587 style. The leopard puffer was accidentally released too early as it was apart of former Sun fashion editor, Erica Davies, second edit with the supermarket retailer. When it did relaunch as planned disgruntled shoppers set ‘an alarm for 6am’ but we’re left heartbroken as the coat sold out almost immediately.

In April 2024 George reported ‘soaring growth’ in online and in-store fashion sales. Asda grew fashion sales by 13.4 per cent over the 24 weeks to 2 March 2024, according to Kantar, an international market research company. George follow in the successful fashion-footsteps of Tu at Sainsbury's who launched their first wedding dress range in 2023. Their collection featured two bridal gowns, one £22 and the other £50.

By Fabulous' Fashion Director Tracey Lea Sayer. Take a whizz round the aisles in Asda it is hard not to notice how good the George at Asda clothing range is at the minute. Add into the mix their recent collaboration with fashion designer Roksanda, celebrating 40 years of London Fashion Week, which is full of the designer's signature colour blocking dresses, oversized Borg fleeces and bold stripe co-ords, it is easy to see why the brand is on fire!.

All proceeds from the range go to The British Fashion Council to help promote young designers, so a win win!. There also seems to be a return to quality in the clothing range. 'Style Stories' with fashion influencer Erica Davies is a capsule collection of Autumn must-haves which delivered not only on style, but on great pocket friendly prices starting from £7. Gorgeous quilted jackets, slogan sweats and a chocolate faux sheepskin flying jacket are among my faves.