The Cult Following of Brandy Melville
Brandy Hellville & The Cult of Fast Fashion, produced by Simon Chinn, Jonathan Chinn, and Eva Orner, was released in March of 2024. This documentary was made after the allegations of the company’s harmful work environment. The documentary offers viewers a rare glimpse behind the glossy facade of the fashion industry and discusses the far-reaching implications of fast fashion on both individuals and society as a whole.
Before the documentary’s release, social media platforms had already been buzzing with allegations of abusive behavior from the owners of Brandy Melville and that they only hired a select group of girls, who were typically white and skinny.
Despite the controversies, Brandy Melville has cemented itself as a dominant fast fashion brand, specifically among Gen Z and Gen Alpha demographics who rave about the brand’s comfortable and trendy clothing offerings.
The brand’s influence on teenage girls has reshaped perceptions of self-image and beauty. However, Brandy Hellville & the Cult of Fast Fashion seeks to challenge this narrative by unveiling the true nature of the brand and the fast fashion industry itself, raising awareness of the issues behind Brandy Melville such as its environmental impact, work environment, and one-size-fits-all policy. Brandy Melville only offers one size for their clothing including tank tops, sweatpants, jeans, and sweaters. This policy reinforces the brand’s lack of inclusivity regarding body diversity.
Constantly releasing new pieces and keeping up with the latest trends, Brandy Melville has grown to about 100 stores worldwide. They originally grew to fame by posting photos of teenage girls, usually thin and white, whose looks were often unattainable and set unrealistic standards for young girls who idolized them.
Jaime Roberts, a ninth-grader at Riverdale who is “a common shopper at Brandy Melville,” has noticed patterns in the employees at the store. “The people who work there usually all look really similar,” Roberts explained. The employees typically look like the girls they would post on their Instagram.
Mimi Ascher, another ninth-grade student at Riverdale, commented that both in real life and on social media, she has “heard many teenagers talk about not being able to fit into clothes made by Brandy Melville.”
Caroline Tablada, a ninth-grade student, explains how after seeing the documentary her “views on the companies will change, but overall won’t prevent me from buying their clothes, because they are such a staple in my wardrobe.” Ninth-grader Mimi Ascher agreed: “It’s one of the stores I shop at most predominantly, but I was shocked about how bad this company is. I will try to reduce her support of the company” Olivia Weller, an eleventh-grader at Riverdale, is also an avid Brandy consumer. “I am at Brandy more often than I should be,” she admits.
This raises the question– why do consumers still choose to support a company with such problematic practices? The brand’s original target was to appeal to girls who fit their beauty standards – skinny and white – but instead, it has transformed into “a way to fit in,” stated a former employee of Brandy Melville in the documentary.
This phenomenon prompts a deeper examination of societal influences, including the power of branding and peer pressure. Despite ethical concerns, Brandy Melville has successfully and effectively crafted a specific image and lifestyle that resonates with its target audience. Maybe it isn’t about the clothes, it’s about buying into a specific identity.
