Brandy Melville is having a moment in the United States. Brandy Melville is an Italian brand that set up stateside five years ago. It makes cheap, on-trend clothes for teen girls. Kind of like a Supre or a Cotton On here in Australia.
But Brandy Melville has a very disturbing strategy that makes them incredibly popular: They create an allure of exclusivity by only selling one size. That size is called ‘One size fits most’. It actually only fits an American 0 – 2, which is an Australian 4 – 6.
So basically, Brandy Melville is a clothing store for very petite and very slim teenage girls and absolutely nobody else.
Take a look at a few pics from their Instagram: