Brandy Melville has stormed onto the teen fashion scene with its “one-size-fits-most” policy and whimsical California vibe. Despite its modest fleet of 18 stores in the United States, mostly in California and around New York City, it’s one of the brands with the fastest-growing popularity among American teen girls, according to a survey from research firm Piper Jaffray.

Who is the Brandy Melville girl? One look at the brand’s website and Instagram account reveals her: young, white, skinny and long-legged.

“It’s an exclusivity thing: Congratulations, you fit in the clothes! Join the club,” said Justina Sharp, a 17-year-old fashion blogger who runs her style site, A Bent Piece of Wire. “There will always be the girls who will try to squeeze into it. They’ll do whatever they can to fit in Brandy Melville.”

While teens fawn over the retailer’s assortment of crop tops, halters, cardigans and more, critics say Brandy Melville has raised the stakes when it comes to fat-shaming. Though the fashion world has long fetishized skinniness, and some labels cater to even slimmer profiles, few have taken size exclusivity this far. Yoga-wear company Lululemon, which admits plus-size customers aren’t part of its strategy, does offer sizes from 0 to 12. Even Abercrombie & Fitch, derided for ignoring overweight kids, sells clothes with extra-large on the labels, up to size 14.

At Brandy Melville, nearly all the clothes are small, though a medium will pop up here and there. To be able to shimmy into Brandy Melville’s only size of skinny jeans, a girl would need to have a 25-inch (63.5cm) waist. Most skirts and shorts on the website are about the same size. Similar skinny jeans at teen fashion powerhouse Forever 21 span sizes from 24 to 30 inches.

小码潮牌走红美国青少年市场

Brandy Melville在青少年时装市场异军突起，它坚持均码策略，服装延续精灵古怪的加州风格。调研公司派杰的调查发现，尽管Brandy Melville在美国只有18家门店 — 多数位于加州和纽约市周边，它在美国年轻女孩中的人气却快速攀升。

典型的Brandy Melville女孩是什么样的？Brandy Melville官网和图片分享网站 Instagram的账户显示，品牌的目标客户是：年轻、苗条、腿长的白人女孩。

17岁时尚博主贾斯汀娜·夏普经营自己的时尚网站“一段弯曲的铁丝”。她表示，“这是件具有优越感的事。恭喜你，你能穿上Brandy Melville的衣服！加入优越俱乐部！因为很多女孩想尽办法要挤进一件Brandy Melville的衣服，她们为了能穿上Brandy Melville什么都愿意做。”

Brandy Melville的露脐装、吊带衫、开衫等都深受年轻女孩的青睐，不过也有人批评Brandy Melville会让人更容易对自己的身材产生羞愧感。尽管一直以来时尚界以瘦为美，有些品牌还提供更小的尺码，但很少像Brandy Melville一样做的如此“苛刻”。瑜伽装品牌露露柠檬公司承认穿加大码的人不是其目标顾客，不过，露露柠檬还是提供了从0到12的尺寸。即使是被讽刺为不考虑超重孩纸的A&F也出售”加大”码至14码

（相当于国标的L码）。

在Brandy Melville零售店里几乎所有的衣服都是小码，偶尔有几件是中码。腰围25英寸（约63.5cm）的女孩才能穿上Brandy Melville的均码紧身牛仔裤。线上出售的大部分短裙、短裤腰围也都是这个尺寸。青少年时尚主力品牌Forever21的同类紧身裤的尺寸在24到30英寸之间。

    Words to Learn 相关词汇

  【精灵古怪的】

    jīnglíng gǔguài de

    whimsical

    spontaneously fanciful or playful

    【增加风险】

    zēngjiā fēngxiǎn

    raise the stakes

    increase in importance or danger