The Ethical Dilemma of Brandy Melville

In a world where trends may come and go, few brands hold society's enthusiasm and fascination, especially in youth fashion. However, with its minimalist aesthetic, one particular brand has emerged as a cultural phenomenon, shaping the wardrobes of teenagers globally. Starting in Italy during the early 2000s, Brandy Melville's casual chic look blended with understated elegance swept fashion enthusiasts off their feet. The laid-back California vibe of the clothes fit perfectly with what was, and currently is, popular with teenage girls and young women. From its beginning in Italy to its meteoric rise, Brandy Melville has become a powerhouse in teen and young adult fashion. But how exactly has this brand cultivated such fervent devotion from youth? What lies beneath the surface of Brandy Melville's meteoric rise? 

At the heart of Brandy Melville's allure is its carefully curated image of the "Brandy girl" – effortlessly beautiful, always stylish, and, notably, thin. The brand's sizing policy, offering "one size only," has drawn criticism for its exclusionary nature. Despite the backlash, Brandy Melville continues to flourish, boasting a substantial social media following, global expansion, and impressive growth rates, all because of an impressive marketing strategy.

Courtesy of Business Insider

Unlike traditional fashion companies, Brandy Melville employs a unique marketing approach. Utilizing minimalistic photo shoots to display a laid-back atmosphere and an aesthetic store layout, the store cultivates an image of approachability and relatability for its target audience. Moreover, employees often double as models and photographers, blurring the lines between consumer and brand ambassador. This strategy not only reduces costs but also reinforces the aspirational appeal of the brand – the girls depicted are not untouchable supermodels but girls their age.

Courtesy of Medium

However, beneath the facade of inclusivity lies a stark reality: Brandy Melville actively rejects diversity and progress. While many brands embrace inclusivity by featuring a range of body types and ethnicities in their marketing, Brandy Melville strictly adheres to a narrow standard of beauty – thin, conventionally pretty, and predominantly white. This deliberate exclusion perpetuates an environment of elitism and reinforces harmful beauty standards, leaving many girls feeling inadequate and unworthy.

The impact of Brandy Melville's marketing extends beyond its virtual presence to its physical stores, where an unwelcoming atmosphere prevails. Often scouted from the customer pool, employees embody the brand's "aesthetic," further alienating those who don't fit the mold. This creates feelings of insecurity and inadequacy among shoppers who don't feel comfortable in the store environment.

Courtesy of The Foothill Dragon Press

The allure of Brandy Melville is not merely about clothing but about belonging to an exclusive club – one defined by narrow standards of beauty and perpetuated by savvy marketing tactics. As long as society continues to place value on appearance over substance, brands like Brandy Melville will thrive, perpetuating damaging beauty standards and exploiting the insecurities of teenage girls.

By actively supporting brands that leverage pitting girls against one another solely based on physical appearance to boost their brand, society is inadvertently contributing to the toxic culture of comparison and self-doubt that plagues many young people today. The "Brandy girl" image becomes not just a fashion statement but a symbol of acceptance and belonging in a world where fitting into societal norms is paramount.

Despite growing calls for accountability and change within the fashion industry, Brandy Melville remains steadfast in its commitment to exclusivity. This raises important questions about corporate responsibility and the ethical implications of prioritizing profit over the well-being of consumers.

In response to the pervasive influence of brands like Brandy Melville, a growing movement towards body positivity and inclusivity has emerged. Once dominated by images of unattainable beauty standards, social media platforms are now becoming spaces for marginalized voices to be heard and celebrated. Influencers and activists use their platforms to challenge the status quo, advocating for greater diversity and representation in fashion and media. For example, TikTok influencers have recently been bringing to light the racist and fatphobic nature underlying Brandy Melville’s culture, encouraging people to stop purchasing their products.

Courtesy of Daily Mail

Ultimately, consumers have the power to demand change from brands like Brandy Melville. By supporting companies that prioritize inclusivity and celebrate diversity, individuals can communicate that exclusivity and discrimination have no place in the modern fashion landscape.

In a world where trends may come and go, the need for authenticity and acceptance remains constant. It's time for brands like Brandy Melville to recognize the impact of their actions and embrace a more inclusive vision of beauty—one that celebrates the unique diversity of all individuals, regardless of size, shape, or background. Only then can we truly begin dismantling the harmful standards that have long dictated our perceptions of beauty and worth.

Featured image courtesy of Instagram