Brandy Melville is a rising clothing brand among teenage girls. The brand is managed by an Italian clothing company known for keeping up with fast fashion trends. Brandy Melville only advertises through social media by using casual cellphone-shot pictures posted on their Instagram account. Instead of using runway models, they use typical American teenage girls to model for the brand, making teenagers believe that the brand is more authentic. Influencers such as Lily Chee and Ellie Thumann have been known for wearing their products and working at their shops.
While the popularity of this brand has been rising, their brand’s exclusionary approach has been very controversial. Brandy Melville only sells “one-size-fits-all” clothing, which tend to fit sizes of extra small or small. In addition, in order to keep their “aesthetic,” the brand only hires and advertises white, tall, and skinny girls. Some customers have even quoted the rude and discriminatory comments made by the salespeople in Brandy Melville stores. Others have described the racial discrimination and harassing stares they encountered while shopping at the stores.