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

Woman wearing a light green dress.

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. 

Woman smiling in a pink satin dress.
The bridesmaid dresses will be affordable and stylish from £24
Woman smiling in a pink satin dress.
George at Asda to launch their first bridal range

The stylish collection from Asda 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.

Woman in pink maxi dress.
One frock from the range is a multiway design
Woman in pink maxi dress viewed from behind.
The multiway style means the bridal party can wear the same dress in many different ways for a uniform look

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. 

An image collage containing 3 images, Image 1 shows Pink satin midi dress with a halter neck, Image 2 shows Sage green midi dress, Image 3 shows Navy blue midi dress with sheer sleeves
In three different colours and styles there’s something for every bridesmaids needs

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. 

Woman in leopard-print jacket in clothing store.
Fashionistas ran to Asda to nab leopard-print dupe of a Ganni jacket
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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.

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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.

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