Fashion Trends: Baiting, Brainwashing, and Bullying

In the HBO documentary “Brandy Hellville & the Cult of Fast Fashion,” representatives from the Or Foundation shed light on the exploitation present throughout the global fashion brand Brandy Melville’s supply chain. Director Eva Orner, inspired by journalist Kate Taylor’s investigative reporting, delves into the dark secrets and unethical business practices of Brandy Melville, including a troubling sexual assault case involving a young employee.

Brandy Melville, a multinational fast fashion company known for its trendy and affordable clothing, adopted a controversial “one size fits all” business model to maintain exclusivity. Despite concerns that this approach could alienate customers, CEO Stephan Marsan believed it would enhance the brand’s appeal by making it seem more exclusive and desirable. The brand’s marketing strategy heavily relies on promoting a specific lifestyle associated with young, cool, privileged girls, reinforcing certain beauty standards and ideals.

The documentary highlights the brand’s discriminatory practices, particularly its preference for skinny, blonde white girls as the face of Brandy Melville, while marginalizing other employees based on appearance. This hierarchical structure within the company perpetuates harmful stereotypes and fuels inequalities within the fashion industry. Workers in regions like Ghana bear the brunt of the fast fashion industry’s wasteful practices, sorting through vast amounts of discarded garments weekly and contributing to environmental degradation.

Despite revelations of Brandy Melville’s unethical practices, the brand has shown little accountability or willingness to change, opting instead to silence criticism by disabling comments on social media. The documentary serves as a wake-up call, shedding light on the toxic nature of fast fashion and the exploitative systems underlying the industry. While it may not single-handedly dismantle the fast fashion model, it prompts viewers to reconsider their relationship with consumerism and the damaging effects of supporting unethical brands.

As Brandy Melville continues to expand and attract young customers seeking validation and belonging, it’s essential for consumers to educate themselves on the true costs of fast fashion and advocate for more sustainable and ethical alternatives. The documentary encourages viewers to reflect on their choices and challenge the harmful narratives perpetuated by the fashion industry, ultimately empowering individuals to make more conscious and responsible decisions when it comes to fashion consumption.