First came the supermarket wedding dress. The next unexpected item in the bagging area? A bridesmaid dress. 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. Available in sizes UK8 to 24, the collection starts at £24 for a satin halterneck dress. The retail giant says the launch was prompted by demand from consumers with searches for bridesmaid dresses up 69% year on year.
While most people are thrilled to be a bridesmaid, the excitement can be somewhat diminished by the cost involved. Social media is rife with bridesmaid horror stories of what brides have expected their friends to pick up the costs for. My own quick straw poll found dozens of tales of brides dictating what bridesmaids could wear. Even though it wasn’t something the bridesmaid wanted to wear or would wear again, they were expected to cover the costly bill. The expense is often in addition to hen parties followed by travel, accommodation, hair and makeup for the wedding itself.
As a result, the high street has emerged as a more affordable alternative. For those without a particular brief, resale sites and rental platforms can also prove fruitful. ASOS launched its first dedicated bridesmaid category in 2015, followed by Whistles in 2017. Other retailers such as John Lewis curate an edit of dresses that could be suitable for a wedding without being bridesmaid specific. With supermarkets already experiencing success with their existing clothing offerings (Sainsbury’s TU clothing became a £1bn brand in 2022) it appears their next target is the budget bridal market.
Delia Phillips, senior buying and design director at George at Asda, describes the collection as “pocket-friendly and size-inclusive”. 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. Last September Sainsbury’s TU followed suit, releasing a £22 wedding dress. 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”. The four different dress styles come in three colours – navy, blush pink and sage – a popular colour palette for spring and summer weddings. Its most expensive option, at £32, can be styled four different ways.
According to research, the average cost of a wedding in 2025 is £25,625, a 3.7% rise from 2024 figures. But now, with inflation at an unexpected 10-month high, those figures could rise again. Many bridal parties will be looking to reduce costs. An expensive dress that is generally only worn for a couple of hours could be the first item to be culled. 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.
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