Internet fashion giant ASOS received massive criticism after launching a brand new bridalwear range last week. The range included Lehengas - outfits that are traditionally worn at special South Asian events and weddings.
"We've just expanded our bridal range,” the brand announced on its social media handles.
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."
However, the South Asian community didn’t relate to these designs and found them rather understated for bridalwear.
A user replied, “No you messed up because you’ve taken South Asian credit. Just leave it to the professionals like us please.”
Another one tweeted: “pls no south asians asked for asos wedding garms we just want our brothers and sisters in south asia paid their owed wages and a living wage that you refuse to provide.”
A South Asian woman commented: “I do like the pinky peach mirror work which is outdated & minimalist, but honestly the grey with plain lengha is more of going to sit in a beer garden than bridal outfit. Both are very casual, informal, dull, daytime wear for a walk in the park or going to pick up my takeaway.”
"‘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.
Another internet user 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.
Later, ASOS clarified that, “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.”
