“Brandy Hellville” scandal exposed: why teens continue to support the brand despite dark revelations
By Ahsha Ghosh-Setlur
On April 21, the documentary “Brandy Hellville” shocked audiences by unveiling the unsettling truths behind the popular teen clothing brand Brandy Melville, including the troubling views of its creator Stephan Marsan. With over three million viewers tuning in since its release, the widespread attention the documentary has received underscores its undeniable impact on public consciousness, and the brand’s problematic practices.
Despite the film’s revelations about Marson’s racist and antisemitic beliefs, the harmful “one size fits all” sizing, and the environmental damage caused by its fast fashion model, Brandy Melville’s revenue has remained steady, revealing a complex loyalty among its young consumers
According to the Voice of the Front Line, the company’s revenue figures for the second quarter of 2024 remain steady at approximately $120 million, consistent with the same period in the previous year. This stability highlights a contradiction: while the brand faces ethical scrutiny, it continues to thrive. But why is this?
Various streaming platforms reported around 3 million viewers have tuned in since the release of “Brandy Hellville,” and the widespread attention the documentary has garnered demonstrates its strong effect on public awareness.
This phenomenon may be attributed to shifting values among the current teen generation. Many teens are growing up in a digital age where social media heavily influences their perceptions and purchasing decisions. The desire to fit in, be seen as fashionable, and express their individuality often outweighs ethical considerations.
Research published in the “Journal of Consumer Research” highlights that fashion and trends are crucial for adolescent identity formation, with teens often prioritizing style and social validation over ethical issues. For many young consumers, the immediate appeal of “Brandy Melville’s” trendy clothing can overshadow concerns about the brand’s practices or values.
Additionally, the brand’s strong presence on social media platforms, where visual appeal and brand prestige can be highly influential, might contribute to a disconnect between ethical awareness and shopping habits. Moreover, while some teens are increasingly conscious of social and environmental issues, there is often a gap between awareness and action. The appeal of fast fashion, which offers cool styles at accessible prices, can create a strong emotional and social incentive that sometimes outweighs ethical dilemmas
S. Blackwood, who has been shopping at Brandy Melville for two years, visits the store around five times a year and prefers in-person shopping. Despite watching the documentary and finding its revelations “horrible,” she admitted that she still finds herself tempted to purchase items when shopping with friends.
“I’ve tried to find alternatives from other brands but it’s probably a given that I’ll buy at least one thing,” Blackwood said. Monei, who discovered “Brandy Melville” in sixth grade and shops there a few times a year when she visits Manhattan, has not watched the documentary but has heard negative feedback about the brand’s owner. Despite this, she continues to shop at Brandy Melville, finding the clothes “affordable and cute.”
“Although it should change my shopping habits, my knowledge of the documentary hasn’t really changed how much time and money I spend in the store,” Monei said.
She added that some of her friends have tried to limit their spending at Brandy Melville but have not completely stopped shopping there, reflecting the difficulty of translating awareness into action.
This short-term focus is fueled by the rapid feedback loops of social media, where the latest trends can seem more urgent than the broader implications of fast fashion. A 2023 report from McKinsey & Company reveals that nearly 70 percent of consumers aged 16-24 follow fashion trends primarily through social media platforms where trends are promoted rapidly and intensely. This immediacy often overshadows deeper concerns about sustainability. As a result, the challenge for advocates of ethical fashion is not just in raising awareness, but in finding ways to make sustainable choices more appealing and accessible. Bridging this gap may require a cultural shift that makes ethical fashion not just a choice, but a natural extension of the desire to express individuality and stay fashionable.
Brandy Melville was founded in the 1980s.