Photo: Instagram / brandymelville
One size fits all?
In Germany, the Italian retailer with the Californian Vibe is still not so well known. But we can be pretty sure he will trigger a similar hysteria among teenagers like the Hollister stores.
So far so good. One can also understand that Brandy Melville has become a must-have brand among American girls within a few years. The shops are beautifully decorated, the clothes are so charmingly trimmed to lightness that you expect to see someone passing by with a surfboard every moment.
Only one thing is strange: most shirts, skirts and pullovers are only one size. Often with the comment "Fits an XS-S" or "Fits an SM". While clothing in size M is a rare commodity at Brandy Melville, size L is completely ignored. Women with curves seem to have lost nothing at the label.
The one-sided ideal of beauty is also being promoted on the label's Instagram account : young girls with endless legs, flat bellies and long blond hair wherever the eye falls. Not that we would not know it from other labels, but it's this one-sided aesthetic paired with missing sizes that makes our alarm bells ring. Comments under the pictures like "I wish I had their size" (pictured above) do not make it any better.
Because who does not fit, is not one of them at Brandy Melville . A dangerous message when all girlfriends wear the clothes of a label and their own teenage butt just does not want to fit in the XS shorts. One can only hope that the fashion brand nachzulegen a few sizes!
