Promoting ‘one-size-fits-all’ clothes has caught fireplace… Model id that youngsters are keen about [이슈+]

Worldwide

Submitted2024.05.27 21:02
Edit2024.05.27 23:13

American womenswear model ‘Brandy Melville’
Promoting just one dimension XS and S clothes
Concerns for Measuring ‘Slim Physique Sort’
Fashionable amongst youngsters

Photograph = Seize of Brandy Melville’s on-line retailer gross sales web page “The slogan was ‘One dimension suits all,’ and the dimensions was ‘small.'”

Not too long ago, a Korean YouTuber mentioned this in his video and launched an American clothes model. Brandy Melville is a ladies’s clothes model that’s widespread amongst American youngsters. Within the video, the YouTuber tried on the model’s garments and mentioned, “The garments had been all tight and small. All the garments right here had been one dimension, and so they had been all sizes small.” This video turned a sizzling subject, surpassing 540,000 views on Instagram and 900,000 views on YouTube. Brandy Melville is a ladies’s clothes manufacturing and direct promoting (SPA) model that began in Los Angeles (LA), USA in 2009. It’s recognized that the enterprise was based by an Italian businessman. There are 41 shops in the USA, and a complete of 5 shops in Asia in Beijing and Shanghai, China, Tokyo, Japan, and Hong Kong Photograph = Brandy Melville Instagram seize The attribute of the model is ‘one dimension suits all’ individuals with They’ll have small our bodies. Every bit of clothes is offered solely in a single dimension: XS or S. The designs that the model follows, comparable to brief crop tops that reveal the navel and free pants are worn over on the hips, coinciding with the latest revival of Y2K (millennial vogue widespread within the late 1900s and early 2000s), creating its so-called motion amongst American youngsters It reveals a -again as a ‘hip vogue model’. The costs are very low-cost, from $10 to $20 for tops, $30 to $40 for foundations, and $3 to $8 for equipment.

It’s already simple to seek out pictures of American youngsters carrying the model’s garments on social community providers (SNS). The variety of posts posted on Instagram with #(hashtags) ‘brandymelville’, ‘brandyusa’, and many others. exceeded 1.03 million. Because the model turned widespread, controversies arose concerning its dimension coverage and staffing coverage. On March 31, the Wall Avenue Journal (WSJ) reported, “Not too long ago, amongst American teenage women, whether or not or not they’ll put on Brandy Melville garments is taken into account a measure of recognition.” Clothes is changing into an indicator of a slim physique kind.

“All my buddies put on Brandy Melville to high school,” Anna, 17, from Indiana, instructed WSJ “It is a standing image.” Rachel (12), who lives in New Jersey, additionally mentioned, “Whenever you put on Brandy Melville, you might have nice fashion and also you’re widespread, so individuals need to be your folks . Ali Ronu, a university pupil, additionally mentioned, “I used to be eager about shedding weight as a result of I wished to put on Brandy Melville. as ‘privilege.’ “The model’s advertising and marketing technique accelerates look discrimination,” he mentioned. Advertising and marketing that options white, skinny ladies as promoting fashions or retailer clerks can be controversial. Actually, Brandy Melville was concerned in a discrimination lawsuit in the USA as a result of appearance-based employment tips. Luca Rotondo, who labored on the firm’s US subsidiary, filed a lawsuit in March via international media such because the WSJ, saying, “The corporate fired him when he defied directions to fireside an worker who didn’t appear to be a typical white teenage woman. reveal the reality.

It jogs my memory of the clothes model ‘Abercrombie & Fitch’, which precipitated controversy throughout the USA in 2013 by not utilizing fashions of coloration and solely making garments that match on white European and North American our bodies. That is utterly towards the pattern of American vogue manufacturers that improve clothes sizes and use fashions of various races to honor totally different physique varieties.

In Korea, Blackpink’s Jennie first turned recognized in 2021 when she wore the model’s garments, and to this present day, Brandy Melville’s garments are very fashionable as buy-to-let or buy-only gadgets. whereas she was touring in the USA. Mr. Park, who’s in his 20s and finding out overseas in Hong Kong, mentioned, “Even contemplating that American clothes manufacturers are normally one dimension bigger than Asian ladies’s our bodies, Brandy Melville’s garments are undoubtedly small.” says, “There are numerous designs. that matches fantastically even in case you’re skinny.” defined. He continued, “Nonetheless, it is vitally widespread amongst Western college students finding out overseas and native Asians. Shops in well-known buying facilities are additionally crowded, “and he spoke in regards to the reputation of the model.

Kim Younger-ri, Hankyung.com reporter smartkim@hankyung.com