Fashion is a self-expression form that people see daily in the school environment. A popular brand, Brandy Melville, is a common brand name seen in many of our student’s clothing, as their main audience caters to tweens and teens.
Recent developments in fast fashion have drawn significant attention, especially with the release of the HBO documentary Brandy Hellville & the Cult of Fast Fashion. This documentary exposes the controversial practices behind popular fast fashion brand Brandy Melville, raising questions about the industry's ethical and environmental impact. The film uncovers issues such as body-shaming, racism, and exploitation in the company's work culture. Additionally, the brand's "one size fits most" policy has been criticized for promoting an exclusionary beauty standard that favors thin, young, white women. This policy and allegations of toxic workplace practices have sparked online discourse about Brandy Melville's role in perpetuating harmful norms in the fast fashion world.
Beyond its workplace controversies, Brandy Melville has also been linked to the environmental damage caused by fast fashion. For example, as fast fashion continues to grow, so too do the environmental impacts, including increasing carbon emissions and water scarcity. The documentary highlights how brands like Brandy Melville contribute to the overproduction of cheaply made clothing, which often ends up in waste dumps, in countries such as Ghana. Prato, Italy—where much of the brand’s clothing is made—has been cited as a growing and effective hub for fast fashion production. The film underscores the environmental costs of fast fashion, pushing for greater scrutiny of the industry's role in the global waste crisis.
With the exposure to Brandy Melville’s toxic undertone and environmental effects, Stevenson students share their opinions on this brand now. Sophomore Isabel Himmelvo expresses her opinion on the topic of the toxic workplace practices of Brandy Melville’s role in the fashion industry: “I believe that the brand expresses an unhealthy and toxic environment which shouldn’t be praised in fashion; I feel like there are many different aspects that make me question the brand’s intentions and make me feel unsure.” Himmelvo expresses her doubtful opinions of the brand after reading the previous section about the brand's actions and practices.
According to Isobella Wolfe’s article in “good on you” (a writing blog) on the ethical impact of Brandy Melville, “The brand’s excessive production and frequent drops of poorly made clothes contribute to the problematic take-make-waste business model that sees clothing waste piling up in landfills.” It is a known fact that Brandy Mellville’s impact on the environment has been negative. Approximately 60% of their clothing ends up in landfills and oceans, mostly in developing countries, according to retail fashion analyst McMillan Doolittle.
Another popular brand that aims at a similar audience is Reformation. However, this brand is an example of slow fashion, where it does not negatively impact the environment via production. Comparing the two brands, Brandy Melville receives a reputation for being an affordable, yet unethical form of fashion. On the other hand, Reformation is more of a pricey, high-quality, and ethical form of fashion.
Moving forward, no evidence or signs point to Brandy Melville’s change in its workplace atmosphere and the environmental impacts it is currently acquiring. The brand’s popularity will continue to grow as social media promotes its clothing, while many of the negative impacts will stay unchanged.
HBO Documentary cover art
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