One of the biggest international online clothing brands, ASOS was recently in a bit of hot water after releasing a new line of bridal wear, focusing mainly on lehengas and South Asian styles. The fashion giant recently announced their new line on their social media with, “We’ve just expanded our bridal range.”
However, they were quickly met with backlash and harsh criticisms, from shoppers as they felt that the clothes weren’t traditionally bridal, with many pointing out that the dresses looked more like party wear than bridal. A lot of people expressed concern that this could lead to cultural appropriation and a decline in small businesses that have already been hit hard by the pandemic.
Image Courtesy: ASOS Twitter
A lot of the comments encouraged South Asians, settled in the UK, to continue supporting small businesses in Southall and Leicester.
This has been on my mind all day. Instead of launching this so called bridal range (which is more like what south Asian girls would wear to prom not a wedding) - Why not use your huge platform to sell desi clothes made by independent desi designers? Take it to ASOS marketplace?? https://t.co/loCgHfKDpP
— ~ (@As1z_) April 27, 2021
Bridal wear? Excuse me??? You really don’t know desi brides and what we will wear! Stay in your lane ASOS https://t.co/YEfu0dRkDE
— Tam (@CamNoel4lyfe) April 27, 2021
this is not it lol i hope south asians continue supporting their community that have put years of hard work into running a business. fyi asos this is not bridal wear LMFAO the white girls will love committing cultural appropriation tho thx https://t.co/TVVKORN431
— (@reemajadeja) April 26, 2021
Yo ASOS
This is Indian This is not
bridal wear Indian bridal wear https://t.co/YEfu0dRkDE pic.twitter.com/psbG8SK7BH— Tam (@CamNoel4lyfe) April 27, 2021
On the flip side, however, there were some people who expressed support towards the line, bringing in different diversity and inclusivity by adding South Asian clothing into mainstream clothing. Many of the South Asian community spoke up about their horrible experiences shopping from small businesses and why that would lead them to shop from a fashion giant like ASOS.
We messed up... We shouldn't have used the word 'bridal' in our recent post. This special collection is part of our *wedding range and designed with wedding guests in mind. We can't wait to see how you style it https://t.co/OTQ0OuVRnQ
— ASOS (@ASOS) April 27, 2021
ASOS took back their designs and apologized for hurting the sentiments of the South Asian community with the promise of a better line coming in.
(Source - Google)
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