Brandy Melville store (Image courtesy of Wikimedia Commons/CCL)
SEOUL, Jan. 25 (Korea Bizwire) — Brandy Melville, a fashion brand known for its “one-size” policy, has ignited intense debate in South Korea following the opening of its first store in Seoul’s Seongdong District.
The brand’s exclusive sizing, which caters primarily to petite frames (XS-S), has drawn both fascination and backlash as consumers grapple with its implications for body image and inclusivity.
Despite criticism, the store has been bustling with shoppers since its opening. Many come to try on the brand’s clothing, which includes fitted tops, short skirts, and snug designs. The sizing, or lack thereof, leaves customers little choice but to see if the clothes fit, a process some describe as a personal “challenge.”
On social media, hashtags like “Brandy Melville Review” and “Can I Fit Into Brandy Melville?” echo the “Brandy Melville Challenge” that once trended among American teens, where participants documented their attempts to fit into the brand’s tiny garments.
The Seongsu-dong store of Brandy Melville, a fashion brand embroiled in controversy over its ‘one-size’ policy, is bustling with customers. (Yonhap)
Videos and posts of South Korean consumers sharing their height and weight alongside their experiences have gone viral, sparking further discussion about beauty standards and self-worth.
While some praise the brand for its affordability and trendy designs, others have criticized it for perpetuating unattainable body ideals. “I felt small and humiliated when the clothes didn’t fit,” one Instagram user wrote.
“Brandy Melville’s one-size policy is violence.” Another consumer remarked, “The designs seem to send a message that only thin, young, and delicate girls are welcome.”
The controversy mirrors global critiques of Brandy Melville. In 2024, an HBO documentary, “Brandy Hellville and the Fast Fashion Devotees,” accused the brand of promoting distorted body ideals and discriminatory hiring practices. These allegations have fueled boycotts in South Korea, where consumers have raised similar concerns.
Brandy Melville Instagram
However, some defend the brand as a matter of choice. “If you don’t like it, don’t buy it,” said Kim Seo-hyun, a 24-year-old college student. “There are plenty of other clothing options out there.”
Brandy Melville’s popularity highlights a broader cultural obsession with thinness in South Korea, where extreme diets and disordered eating remain prevalent. The National Health Insurance Service reported that bulimia cases rose by 32% between 2018 and 2022, with women in their 20s making up the largest group of patients.
Celebrities have also spoken out about the toll of societal pressures. Former KARA member Han Seung-yeon revealed on an SBS documentary last year that intense dieting during her idol career caused her to faint and suffer from health complications for years.
Experts warn that the societal fixation on thinness has far-reaching consequences. “This preference for thin bodies is contributing to a rise in eating disorders, irregular menstruation, anemia, and even osteoporosis among young women,” said Dr. Sim Kyung-won, a professor of family medicine at Ewha Womans University Mokdong Hospital. “Extreme dieting can also reduce metabolic rates, ironically making weight gain more likely in the long term.”
Brandy Melville’s first store in South Korea opened in Seongsu-dong. Known for being favored by celebrities like BLACKPINK’s Jennie and Rosé, the brand has generated significant excitement and interest among Korean consumers. (Jenni Instagram)
Sociologists argue that the popularity of Brandy Melville’s one-size policy reflects deeper cultural dynamics. “Trying on these clothes can be seen as a form of playful self-expression,” said Gu Jeong-woo, a sociology professor at Sungkyunkwan University. “However, it’s crucial to use these moments as opportunities for public discourse and to critically examine how such trends influence societal standards of beauty.”
As the debate continues, South Korea finds itself at the intersection of global fast fashion trends and local cultural expectations, underscoring the ongoing struggle to balance self-expression with the pressures of conformity and body image.
Lina Jang (linajang@koreabizwire.com)
