Asda has launched its first range of traditional Asian clothing in response to growing customer demand.
The 13-piece collection of authentic Asian clothing is part of the retailer’s George clothing line and is the first of its kind to be made available in supermarkets .
The new range consists of sequinned embellished Salwaar Kameez (traditional suits), Khurtas (tunics), Dapata (scarves) and Churidar (slim leg trousers) and has been designed in conjunction with a team in India using authentic Indian material.
Fiona Lambert, brand director at George, said: “We are extremely proud to be launching the UK’s first mainstream range of traditional Asian clothing .”
“We have the broadest socio demographic group of all the supermarkets and we wanted to offer affordable clothing suitable for all our customers.”
We’re expecting huge demand in the build up to Eid and Diwali celebrations,” she added in a statement.”
The new line is being introduced to 21 Asda stores across the UK, with prices ranging from £7 to £26 for a full suit.
Brianna Ragel, editor of Asian Woman magazine, said: “It is exciting to see a well known high street retailer embracing ethnic cultures, and offering good quality authentic outfits at affordable prices.”
“This definitely marks a turning point for ethnic clothing on the high street.”
