top of page
How Does Brandy Choose to Represent Its Shoppers?
When you first open the page on Brandy Melville's website, you see and a simple webpage, with minimal detail, and your eyes are drawn to the large image of a thin, pretty, white girl. The home page flashes between three different images, but all of the girls in them have those same three physical features. So what is Brandy's website ultimately trying to tell us about its "ideal" girl?
​​
Look Book: AKA Look Like This...
​
On the website, you will notice that there is a link to a page called the "Look Book." Here, there are hundreds of pictures of girls in Brandy Melville clothing. In each of them the girls are either directly or candidly posing for the camera, and all of the girls are skinny and have Euro-centric features. The only physical aspect that has noticeable range is their breast size, and even still, there is little variation. And the girls who do not look as though they are of European dissent still fit into the white beauty standard due to their long, straight hair and fair skin. And all of the girls have thin bodies that allow the size two clothing to fit them perfectly.
​
​​
The Look Book allow you to instantly click on the image so you can shop the clothes that girl is wearing. This makes it easier for shoppers to have access the exact same look on the girl in the picture​. It makes shoppers want to be just like the girl they see and feel part of the everyday girls that appear in the Look Book. They want to be seen as cool, a part of the Brandy Melville "club." ​​
​​
bottom of page