BuzzFeed's takedown of Brandy Melville's idea of "one size fits all".

[randomness]

Refinery29 did a post about what happened when BuzzFeed found five women of varying sizes to try on seven pieces from Brandy Melville:

[W]hile A&F has seen its fair share of controversy, Brandy Melville perpetuated a contentious concept Abercrombie has not: one-size-fits-all clothing. With almost 50 stores worldwide and a booming e-commerce site, the Italian-based retailer has popularized the “Brandy Girl” image. She’s the high-school popular girl with long hair and even longer legs, and she's attended Coachella for the last five years. She is also, it seems, probably between a size 00 and 2. At last, BuzzFeed decided to call the all-American retailer on its narrow definition of "all."

I like that BuzzFeed found women with a wide variety of body shapes to try pieces on, apparently without having to go beyond their own staff. Their reactions are occasionally surprising and often hilarious.

Kristen had what I thought was the best one-sentence summary: "I don’t think these clothes are so much ‘one size fits all’ as much as they are ‘one size fits a mystery size, to be revealed when you actually try it on.’"

Comments

[achinhibitor.livejournal.com]

the “Brandy Girl” image. She’s the high-school popular girl with long hair and even longer legs, and she's attended Coachella for the last five years.. She is also, it seems, probably between a size 00 and 2.

Sounds like a good marketing strategy -- any even vaguely popularity-conscious high school girl knows the Brandy Melville styling, so if you're wearing it, your audience knows without having to eyeball your outfit carefully that you're fashionably thin. What makes these clothes popular (i.e., able to sell for well above the cost of making them) is that they're walking labels for lots of attributes that many girls want to advertise. If fat girls (i.e., size 3+) could wear them, nobody would buy them...