Asda is launching a new Asian clothing range under its George brand.
The retailer said the range, which debuts in stores today and was developed in response to increasing demand from customers, marked a first for a major supermarket or high street retailer.
The 13-piece collection includes sequin and embellished Salwaar Kameez (traditional suits), Khurtas (tunics), Dapata (scarves) and Churidar (slim leg trousers).
The collection has been designed in conjunction with a team in India and is made with authentic Indian material. Prices start from £7, with a complete suit for £26.
“We are extremely proud to be launching the UK’s first mainstream range of traditional Asian clothing,” said George brand director Fiona Lambert. “We have the broadest socio demographic group of all the supermarkets and we wanted to offer affordable clothing suitable for all our customers.”
The Asian range is available at selected Asda stores and on george.com.
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