The Problem With Brandy Melville
If you haven’t noticed, Brandy Melville is taking over. Youtube relatable teens and IG baddies alike are all gunning for the same comfy-yet-chic style that Brandy is known for. I can’t scroll through my insta-feed without seeing at least one checkered-pants-turtleneck-chain-mini backpack-look that’s 100% from Brandy Melville.
The rise of thrifting
Aside from their problematic sizing, Brandy is capitalizing on a trend that was actually very beneficial to the environment. The ~thrifty~ look that Youtubers like Emma Chamberlain and Haley Pham made popular inspired young women to raid their local thrift stores and find their own unique look. 1 in 3 women shopped secondhand last year and the resale market is growing 24 times faster than traditional retail (source: ThredUp) Thrifting is taking over, and seeing it popularized in mainstream content/media is so important. The environmental impacts of fast fashion are detrimental to the planet’s longevity, so seeing more and more women thrifting is a step in the right direction.
Paying more for less?
So how exactly has Brandy Melville capitalized on this trend? In the last six months, I’ve seen a complete shift in their styling and branding. Brandy creates pieces that look thrifted but are usually 5 times the price. They have oversized sweaters, cropped quarter zips, and cozy hoodies that look like a basic, secondhand find. The faux-vintage tees and checkered pants give off a hipster vibe that screams I JUST WENT THRIFTING WITH MY PENNY BOARD AND BEANIE. I digress. My biggest issue is that you essentially are paying $20-$100 more per item when you could get a similar piece for less at a local thrift shop. After some slight DIYs and alterations, you can achieve almost any Brandy outfit with a secondhand item. Why pay more for less when you can get more bang for your buck and help out the environment while you’re at it?
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