British supermarket group Asda says it will start selling a selection of wedding dresses from just £60.
The George Bridal Collection, to be launched on Valentine's Day, follows recent Mintel research which shows that the average cost of a traditional wedding dress is now £826.
Asda, the UK's second-largest supermarket chain, claims it can dress both the bride and groom for under £200.
"You've heard of fairytale weddings well we think that most wedding dresses are being sold with a fairytale price tag. With the introduction of our new bridal collection all that is set to change," said Angela Spindler, George's global managing director.
"No other retailer in the UK will offer such great value without compromising on design or quality. A wedding dress for just £60 I can hardly believe it myself."
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