It comes after the retailer saw a 5% rise in online searches for "bridesmaid dresses" in 2024 compared to 2023 – spiking from mid-March to late June.

So far this year, George at Asda has seen 540 searches for bridesmaid dresses, up 69% year-on-year.

Starting from £24 for the ‘twist-neck’ dress to £32 for the ‘multiway’ dress, the emphasis is on affordability.

Delia Phillips, Senior Buying and Design Director at George at Asda, told TheIndustry.fashion: "We understand that being a bridesmaid is all about celebrating love, not stressing over costs.

"As a convenient, affordable, and on trend fashion destination, we’re thrilled to introduce our very first bridesmaid dress collection, which is both pocket friendly and size inclusive.

"The collection has been carefully curated to reflect this season’s most popular wedding themes, offering a range of elegant designs for the entire bridesmaid party."

There are four styles in all, including a halter neck dress and a chiffon sleeve option, in pale pink, navy and sage, covering sizes 8-24.