Asda has launched a line of Asian clothing in what is thought to be the first such move by a high street retailer.
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).
Part of the George at Asda line, the clothes have been designed with a team in India, and are made using authentic Indian materials.
The clothes are available at selected Asda stores and on George.com starting at £7, 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.
George brand director Fiona Lambert 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 parent company, launched a Bollywood-inspired collection in Canada earlier this year.