If you are a white girl with long hair and a slender figure, congratulations, you are the target customer of the Italian clothing brand Brandy Melville. This Italian brand, founded about 20 years ago, has recently become the most popular girls' clothing brand in the United States. Although their 18 branches are mainly located in New York and Los Angeles, the convenient online store still keeps Brandy Melville clothing sales high.
However, Brandy Melvilles marketing strategy has caused quite a bit of controversy. First of all, they only sell clothes in S size. From high-waisted shorts, mini skirts to cropped tops, almost all are in one size, and half of American girls' bodies cannot meet such restrictions. In fact, even a healthy girl with a normal figure may not be able to wear Brandy Melville clothes.
Next, from these photos, we can see that Brandy Melville uses a large number of female models with slender figures that are even close to the standard of paper dolls to shoot clothing catalogues. Brandy Melville has more than two million followers on Instagram, the vast majority of whom are young girls. Influenced by advertisements, they regard the models in advertisements as their ideal female appearance—long hair, slender waist, thin legs, and big eyes.
There is no problem with clothing stores selling one-size-fits-all clothing. There are also other brands on the market that offer plus-size clothing. But the reason for concern is whether Brandy Melville will bring to the teenage girl community the value of "girls who fit into Brandy Melville clothes are the most beautiful and fashionable"? As a result, many girls have tried every means to lose weight, just to conform to the "thin talent" Is it a narrow aesthetic view of beauty?
A copy of 2013Research from Texas A&M University shows that a large source of stress for young girls is dissatisfaction with their bodies, especially compared to slender female classmates in their classes and female models in television commercials. Laura Neuzeth, an American blogger who dares to be herself, jumped out to express her dissatisfaction with Brandy Melville: "The last thing women need is someone creating stereotypes about their bodies, so I boycott Brandy Melville and other clothing brands that discriminate against most women. ."
Girls, please use the money in your hands to vote for women’s rights, and don’t let clothing brands control the definition of fashion and beauty.
