Why Brandy works
Issue #10 - It‘s a culture more than a brand 🐶
Brandy Melville: Teenage girl starterpack, it-brand, coolgirl uniform, aesthetic blueprint?
I would hope you all know what Brandy Melville is but if you don‘t it was founded in Italy in the 80s by Silvio Marsan and his son Stephen later opening their first store in near Los Angeles California in 2009. The business soon grew it‘s popularity among younger girls due to their “Malibu girl aesthetic”. Social media was also a big factor in their popularity by content being posted to places like Tumblr, Instagram, and early TikTok.
Brandy is totally legendary! But I have a few questions—How did it become such a symbol of effortless chic style? What‘s the status that it holds in teen girl culture? No branding exclusivity? To understand all of this I think that we have to dig into the cultural phenomenon that IS Brandy Melville. ok so boom!
The word exclusivity appeals to young girls because they all want to be a part of something—and Brandy allows that. Brandy doesn‘t waste time buying build boards, doing PR, or having online ads—Brandy prides itself on their subtle branding techniques and word of mouth exclusivity. How though? And how does it work?
Niche Community
Brandy’s #1 thing is being one size only but it‘s not only about sizing it‘s about cultivating and maintaining a community that promotes exclusivity and with that a style that‘s resonates with a certain teenage girl archetype.
Owning Brandy Melville pieces is more than just a fashion choice; it’s a subtle symbol of belonging to a specific community—one that clings onto being thin, white, and conventionally attractive. It creates a cycle where wearing Brandy is less about personal style and more about fitting into a pre-approved or standardized look, and aligning yourself with a certain social currency that feels both niche and exclusionary.
Media
I think that BM embodies the literal meaning of laidback and casual. We see this mainly on their website/app and Instagram. They have carefully crafted visuals and are seriously talented in making sure that what they post shows their concept—this being timeless, carefree, candid vibe. Unlike other brands they don‘t bother with high production photoshoots
For example in their Instagram posts showcasing their clothing items we never once see a girl posing for a photo or looking directly at the camera we just see girls walking, chatting, lounging around— It definitely gives you the illusion of this is what life looks like when youre a “Brandy girl”.
The photos are definitely giving like a “Brandy effect” but it’s also showing off the moment in time with the clothing items!
And I hope that you guys noticed something about these photos1 … there is not one person of colour in sight!! Which leads me to my next section⬇️⬇️⬇️
Contrversies 2
I don’t think theres been a moment in time where BM hasn‘t been in hot water here are a few things that aren‘t so good
Being one size only.
My idea on this is simply that the average teen girl isn‘t XL/XXL .. since the brand specifically targets teens abd young adult girls any more sizes that aren‘t X/XS/M aren‘t needed
The work enviroment.
Once hired, employees said they were required to send full-body shots of their outfits to Marsan, who kept them in a folder on his phone; some alleged that they were asked to send photos of their chest and feet as well.
White staff were tasked with working the sales floor, while non-white employees were assigned to work behind the register or in the stockroom.
Also never or rarely having women of colour modeling clothing items.
Being fast fashion?
In the documentary, it‘s said that the brand emphasizes rapid production cycles, driven by fast paced trends, as well as its affordability, which contribute to the growing problem of clothing waste. The focus on producing inexpensive, trend-based items often comes at the expense of quality, leading consumers to discard their clothes more frequently. Additionally, marketing strategies like shopping hauls, are central to Brandy Melville’s success, promote a culture of overconsumption and quick disposal.
I am not sure how much I believe in Brandys promotion of overconsumption since their whole spiel is being laidback and timeless + a lot of their clothes are actually incredible quality despite being mass produced.
Fashion Hierarchy
In this fun sticker world, fashion isn’t just about personal expression—it’s about status. Clothes have a social meaning, signaling who you are and, or maybe, who you want to be. Certain brands act as key players in the hierarchy, and none more than Brandy Melville, whose clothes represent much more than just a casual aesthetic. They’re literally a ticket into exclusivity and a idealized lifestyle.
Let me draw it for you
Pls don‘t judge I did this by memory and by hand on Instagram draw. And if you are wondering why both Shein snd LuLuLemon are both #1 … don‘t … it can‘t really be explained it just is!!
Butttt Brandy Melville stands out as a status symbol for teenage girls because of its exclusivity. The ‘one-size-fits-all’ approach isn’t just a sizing strategy—it’s a gatekeeping mechanism that reinforces the idea that Brandy is for a select few who embody its idealized look!! Adding to this exclusivity is the fact that Brandy stores are often scarce and intentionally designed to feel like hidden gems (Seoul opening only getting attention and recogniztion because fans discovered it) Owning pieces from Brandy, then, isn’t just about having trendy clothes—it’s about aligning yourself with an image of effortless coolness that feels unattainable to those outside the brand’s orbit. However, the status attached to Brandy Melville also comes with a downside. The exclusivity that makes the brand appealing also makes it alienating, particularly for girls who don’t fit the brand’s aesthetic. Like being plus size or not being white.
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In conclusion Brandy is a carefully curated identity, lifestyle, and, for better or worse, a social marker. Its exclusivity, marketing geniuses, and cultural dominance reveal the power of fashion to shape not just wardrobes but social structures. Yet, teenage girls don’t really gaf if it impacts the pressures of fashion hierarchies and fast fashion if its cute and it fits its going in the closet, it’s really worth asking how much of this is truly about self-expression—and how much is about trying to fit into someone else’s idea of aesthetic.
But don’t let an already set up standard define you! Make meaningful fashion choices for YOU! Make sure it stands and represents what you want it to. And Yeah!
THANK YOU GUYS FOR READING AND SUPPORTING ME AND YEAH OK STAY HIP AND HAVE FUN AND EAT WELL LOVE U GUYS BYE
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All the photos are from their Insta!!! I just collaged them up!
Information = Brandy Hellville + Time.com