Internet fashion giant ASOS has found itself in hot water with some shoppers after launching a brand new bridalwear range.
The retailer has launched a range of Lehengas - outfits traditionally worn at special South Asian events and weddings.
Posting on its Facebook and Twitter accounts, ASOS shared photos of outfits from its new collection, writing: "We've just expanded our bridal range."
However, the retailer was quickly met with criticism from shoppers, who pointed out that the outfits aren't traditionally bridal.
"‘Bridal wear’ from where pls. this is a basic af outfit. the kind you wear to an event not a wedding. plus stealing from our culture? no thanks. try again asos," slammed one critic.
"These are not bridal lol," a third person wrote.
Somebody else said: "There’s no way these are bridal. Stay in your lane ASOS."
Others were worried it could lead to cultural appropriation, and mean less support for local Asian businesses.
Another critic of the collection tweeted: "Outfits for South Asian events are most often tailored to suit each person so when you have an event with 500+ people, everyone has something unique on. This seems like it just capitalises off our culture and jeopardises small businesses in our community and it’s disappointing."
"Much rather go to Southall and Leicester anyways and get my wear from local businesses and support them," somebody else tweeted.
"Hopefully this don’t get out of hand local Indian dress shops are so vital for the community," chimed in another.
The Manchester Evening News spoke to two members of the South Asian community, who wish to remain anonymous.
The first anonymous commenter told us: "That is not bridalwear. That is like, every day wear. I do know it needs to be WAY MORE affordable than it currently is, but this ain't it.
"It's good to have some affordable stuff out there especially when you can't travel to India, Leicester or Southall. But if you're going to do a whole line of it, make it worthwhile."
The second said: "I quite appreciate it in some ways because it acknowledges we exist too, and it's giving Indian models work (though we deserve mainline stuff too)."
The collection hasn't been without its praise, though, and many shoppers are pleased to see the website diversifying its bridal offering.
"This is great ! Diversifying," praised one.
Another said: "Wow great step forward."
"This is why I shop at ASOS thanks for bringing the diversity!" said another fan.
ASOS told The Manchester Evening News : "This product is part of our new South Asian wedding collection. One of our ASOSers, who is South Asian, suggested we create more pieces like this, so we can make sure we’re offering the best fashion for a variety of occasions.
"He assisted in the buying, design and creation of these products to bring the collection authenticity, educated our team on the cultural context, fabrics and terminology, and had final approval of the designs.
"It’s something we feel passionately about, and which we want to continue in the future."
