There’s a growing cult of genuinely stylish, slightly abashed 20- and even 30-somethings turning to Brandy Melville for nostalgic, low-commitment clothes. How did a brand targeted at teenagers become a New York fashion-girl phenomenon?
Not adults. Photo: Brandy Melville/Facebook Alyssa Coscarelli is a sunny Instagram influencer in her late 20s — a former Refinery29 employee who is flown to various fashion weeks and tends to dress in downtown-ish brands like Maryam Nasser Zadeh, or Sandy Liang. This summer, she posted a picture of herself in a ribbed tank top from, of all places, the teen-girl chain Brandy Melville. “I just love their tanks and tees,” she wrote. “Though I know it’s kind of a [emoji of a trash can] brand.
Then there’s Lauren Servideo, a 27-year-old comic Vogue dubbed the Funniest Person on Instagram. She’s been posting a series of videos of herself posing in Brandy tops, pretending to be one of the disaffected teens that tend to work in the stores. . In the ten or so years since the first store opened, Brandy Melville has continued to thrive despite near-constant reports about unethical practices. A quick scan on Glassdoor, a review site for companies, reveals that hundreds of former Brandy employees have complained of discriminatory practices around hiring, firing, and pay. “Your pay rate is 100% determined by your appearance,” wrote one woman, who worked as a salesgirl at the Westwood location for over three years.
For Servideo, it seems, there’s a sort of ironic pleasure in wearing clothing aimed at teens as an adult woman. In one of her videos, she wears an ill-fitting Brandy sweater and Brandy pants that won’t close at the waist. “My mom says I can get my bellybutton pierced,” she intones, looking at the camera. Then: “My boyfriend goes to a different high school — he has his learner’s permit.
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