Would YOU wear a £10 wedding dress? Now brides can buy their gowns for their big day at their local Sainsbury’s
- The collection, part of Tu Clothing, initially features two wedding dresses
- The retailer is offering a limited- edition range which will cost as little as £10
Many a blushing bride-to-be dreams of walking down the aisle. They just might not have expected it to be one in their local Sainsbury’s.
The supermarket chain has launched a budget bridalwear range to go alongside its more mundane offerings of milk, tinned goods and baguettes.
In the middle of a cost-of-living crisis, and with the price of an average wedding now an eye-watering £24,710, the retailer is offering a limited- edition range of gowns and suits which will cost as little as £10.
The collection, part of its fashion brand Tu Clothing, initially features two dresses, with further styles set to be released over the next few weeks.
One of those available to buy now is a £50 cowl-necked gown with an elegant bias cut, which features spaghetti straps and a thigh-high slit.
The Tu Clothing cowl-neck wedding dress costs just £50
The supermarket chain has launched a budget bridalwear range to go alongside its more mundane offerings of milk, tinned goods and baguettes
Also on sale is a white sleeveless shift dress for £22 – which represents a significant saving on the £1,350 average cost of a wedding dress
For brides who would rather avoid a traditional dress, other items in the range include a white double-breasted suit with wide trousers – £68 for the set.
The collection ‘showcases a range of versatile bridal looks that can be worn for a number of wedding-related events – the hen do, the ceremony itself, or the wedding breakfast,’ according to the retailer.
And the groom is not left out. A charcoal herringbone suit, with matching waistcoat, is £116, while other styles are available in the range.
‘We know that, for a lot of our customers, money is tight right now,’ says Emma Benjafield, product director at Tu Clothing. ‘We’re always focused on meeting our customers’ evolving needs and we know that many are looking for affordable, classic styles for wedding events.’
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The collection comes as the price of weddings in the UK soars to a record high as basic costs rise and brides seek to emulate the extravagant trends on Instagram. Many modern weddings feature not only expensive venues, catering and photographers but florists, photo booths, videographers and even stylists.
But in today’s climate, such costs are increasingly hard to justify. And bridal experts say increasing numbers of women are opting to save money by choosing high street brands over custom-made designer dresses.
While Sainsbury’s is the only British supermarket to currently offer a bridal range, it is not the only cut-price offering to have hit the market.
Budget supermarket Asda launched a £60 wedding dress in 2006 that sold out in hours. Today it still sells wedding lingerie.
When online fashion brand Asos began selling wedding gowns in 2016, three of its styles sold out in the first month. More than 9,000 brides are thought to have said ‘I do’ in one of its ivory gowns. Asos now has nearly 300 styles in its bridal range – not including accessories, shoes and lingerie. Other high street brands, such as Ghost, Whistles, Monsoon and Coast, have followed suit.
Sainsbury’s reported last year that Tu Clothing had become a £1billion brand, with sales growing over 12 per cent in a year.
The wedding collection is currently only available online, with sizes ranging from 8 to 24.
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