The rise of supermarket wedding dresses
25 Jun 2021
A pint of milk, loaf of bread and your dream dress - you can now pick up your wedding dress along with the weekly shop
As demand for picking up fashion with your fresh fuit and veg increases, supermarkets are expanding their collections for all sorts of occasions; from partywear, beachwear and even bridal wear.
One reason behind this could be that the likes of Tesco, Asda, Sainburys, Waitrose and Marks and Spencer were the only places to pick up clothing after lockdown restrictions from the pandemic classified supermarkets as 'essensial businesses', while other clothing brands were forced to close their doors.
The UK's most popular supermarket, Tesco, saw clothing sales more than double during the pandemic and has continued to grow their in house F&F brand, with model Kelly Brook as the face of their SS21 collection. According to Drapers, like-for-like UK clothing sales at Tesco grew by 52.1% in the first 13 weeks to 29 May 2021, compared with the equivalent period in 2020.
Marks and Spencer have continued to grow their clothing range after securing a deal with collapsed high-end brand, Jaeger - alongside other occasionwear with Phase Eight and Hobbs, they have also launched a new bridal lingerie range with model Rosie Huntington-Whiteley.
Budget store, Home Bargains, introduced an entire range of bridal accessories, wedding decorations and hen party props to their stores earlier this year in response to couples looking for accessible and purse friendly features for big day.
Here's what is currently in the shopping aisles to inspire what you could wear down the aisle on your big day:
Tesco, F&F Summer Edit X Kelly Brook, white ruffle dress, £22
Marks and Spencer, Hobbs, Cotton V-Neck Knee Length Shift Dress, £140
Marks and Spencer, Jaeger, Single Breasted Blazer, £160
Marks and Spencer, Jaeger, Floral Knee Length Shift Dress, £175, and Floral Jacquard Collarless Coat, £299
Marks and Spencer, Phase Eight, V-Neck Bow Midi Shift Dress, £140
Marks and Spencer, Phase Eight, Frill Detail Sleeveless Jumpsuit, £150
John Lewis; L-R: Adrianna Papell Crepe Taffeta Bow Off Shoulder Gown, Ivory, £255 / Whistles 'Billie' Wedding Dress, Ivory, £499 / Monsoon 'Shauna' Bridal Maxi Dress, Ivory, £249
(available for Click and Collect at Waitrose)
Tesco, F&F White Lace Kaftan, £22
Marks and Spencer, Rosie, Ivory Satin and Lace Bridal Pyjama Set, £29.50
Home Bargains, Bride Sun Hat, £3.99
ASDA, George, Maid of Honour Make Up Bag, £4