Asda has launched a line of affordable Asian clothing, in what it claims is the first move by a high street retailer to produce such a range.
The affordable authentic Asian range consists of a 13-piece collection including sequinned embellished Salwaar Kameez (traditional suits), Khurtas (tunics), Dapata (scarves) and Churidar (slim leg trousers).
The clothes, which form part of the George at Asda clothing line, have been designed with a team in India, and are made using authentic Indian materials. The clothes are available at 21 Asda stores and on George.com. Prices range from £7 for slim leg trousers to £14 for a embellished print kaftan, with a complete suit costing £26.
A panel of customers said that the styles are suitable for all cultures, and not just Asian customers. Asda is expecting demand to peak before the arrival of the Eid holiday which begins on September 20.
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.”
Wal-Mart, Asda’s US parent company, launched a Bollywood-inspired collection in Canada earlier this year.