Supermarket giant Asda’s fashion brand, George, has caught the attention of fashion fans with its new season collection. Users on social media have praised the retailer’s clothing department, with one user describing it as having “the best Spring/ Summer clothes on their rails”. One of the most popular dresses is a £20 blue and white number with ruching around the waist, favoured for its midi-length and long sleeves. The range also includes a £32 neon green cut-out blazer dress and a £26 black linen floaty style dress with a white floral pattern. A bright floral wrap dress has also garnered praise from shoppers.
The collection can be considered affordable, as many items hover in the £20-£30 range, making it an accessible option for dressing for the new season. Asda has claimed it is “the perfect dress for Spring”. Consumers on Facebook have responded positively, with a midsize shopper describing the blue and white dress as “the nicest dress”, and other users responding with love heart eye emojis.
This positive reception spotlights Asda’s successful pivot toward affordable fashion. According to a 2020 report, Britons purchased an estimated £33bn of fast fashion in 2019, with Asda and Tesco among the retailers to benefit from this trend. Asda’s Spring/ Summer collection represents affordable fast fashion for all body types and fashion sensibilities, a promising proposition for post-lockdown fashion consumers. For fashion in the UK, the spotlight appears to be moving from the luxury market to rapid fashion iterations.
As the world begins to reopen and regulate its workforces and society continues to shift its focus and values, struggling retailers will need to consider how they will pivot and adapt to the growing awareness of the impact of fast fashion on the environment, human rights and working conditions. Asda’s approach towards affordable and accessible fashion could encourage similar businesses to have a positive impact on the high street.