Phillips says its low-cost bridesmaid collection has “been carefully curated to reflect this season’s most popular wedding themes, offering a range of elegant designs for the entire bridesmaid party”.
With the emergence of dupe culture, where many consumers fail to tell the difference between a designer item and a similar cheaper iteration, perhaps a supermarket dress for less than £40 could be the next humble bridal brag.
From next month, alongside eggs and loo roll, bridesmaids-to-be doing the weekly shop at Asda can pick up a dress with the launch of its first bridesmaid range.
It follows the release of its £60 wedding dress in 2006 (it sold out within hours) and a line of bridal lingerie first released in 2012.
Other retailers such as John Lewis curate an edit of dresses that could be suitable for a wedding without being bridesmaid specific.
