One size fits all. Tiny tank tops. A prevailing image of whiteness and beauty tailored for young, rich teenage girls. These elements encapsulate the brand of Brandy Melville, a trendy, bohemian fast-fashion clothing company.
While the Italian brand has been operating since the 1980s, it hit its stride in America with its presence in Los Angeles in 2009. But really, Brandy Melville is known to women under the age of 30 for its peak Tumblr and Instagram influence. The brand capitalized on the beginnings of online influencer culture across social media, using teenage girls posting online about its clothing to advertise super soft, one-size-fits-all baby T-shirts and beach aesthetic to other plugged-in teen girls. They would then recruit young, beautiful girls to work and model for its stores across the country.
