Sainsbury’s launches bridal collection with £22 Tu wedding dress

The supermarket hopes its new range will see cash-conscious brides stepping from one aisle to another

Milk, bread, eggs … wedding dress? Brides-to-be can usually be found browsing in chic boutiques or stuffy department stores but now Sainsbury’s is hoping it can persuade them to hit the supermarket aisle instead as they go in pursuit of the perfect wedding dress.

This week its mass market fashion brand, Tu clothing, launched its first bridal collection.

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‘We love everybody’: the French drag couple making non-traditional wedding dresses

James and ViviAnn Du Fermoir-de-Monsac want to create an atmosphere where those who don’t fit the vision of an ideal bride feel comfortable

On the third floor of a typical Alsatian building in Strasbourg, a door opens on to a bright atelier, dotted with mannequins draped in bridal wear. This is where James and ViviAnn Du Fermoir-de-Monsac live and work, designing couture wedding gowns watched over by their cheerful mascot – a yellow parakeet named Adam. And they do it in drag.

The pair say seeing clients in their drag personas creates an atmosphere where people can be accepted for who they are. They know the traditional experience of buying a wedding dress is not always easy for everyone in a world where the vision of an ideal bride is often still someone thin, white and able-bodied.

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‘The brides feel like Cinderella’: the free wedding shop helping India’s poor

Fashion designer’s scheme provides secondhand shoes, clothes and jewellery free to women who can’t pay for their big day

A section of a boutique in Pappinisseri town in Kerala’s Kannur district brims over with colourful bridal lehengas, saris, gowns and shiny salwar suits.

An exuberance of fabrics adorns mannequins that stand next to tables spread with sparkly sandals, shoes, bangles and beaded bags. Tableware, bedlinen and miscellaneous items are scattered in other spaces.

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