Daily Mail

Teen clothing brand under fire for tiny ‘one size fits all’ range

- By Susie Coen Showbusine­ss Reporter

A TEENAGE clothing brand has been labelled irresponsi­ble for its ‘one size fits all’ policy.

Most of the tags on Brandy Melville’s range simply say ‘one size’ – and the garments are invariably very small.

When measured, some of the clothes are equivalent to as small as UK size 2.

Several of the label’s skirts, trousers and jeans have waist measuremen­ts of just 23 or 24 inches. A 23-inch waist is a healthy size for a six to eightyearo­ld girl, while a 24-inch waist is UK size 4.

The average dress size for women in the UK is 16, with a 34 inch waist. Disturbing­ly, some girls say the firm’s size policy has encouraged them to lose weight. One tweeted: ‘I think the only reason I want to lose weight is so I can shop at Brandy Melville.’

Another wrote: ‘I need to lose weight ... all the clothes from Brandy Melville are one size ... I want to lose weight to be able to wear Brandy Melville dresses.’ One added: ‘Nothing makes me want to be skinny more than the fact that everything at Brandy Melville comes in one size aka tiny.’

The Mail’s size 8 model was unable to fit into any of the label’s garments and could not pull up a denim skirt past her thighs. Liberal Democrat MP Norman Lamb, a former minister for mental health, said: ‘I am deeply concerned about such an approach to retail for this age group.

‘It is highly irresponsi­ble and potentiall­y dangerous.’

He added: ‘All retailers must demonstrat­e a sense of responsibi­lity given the widespread concerns about mental ill health, anxiety and distress amongst young people.’ Denise Hatton, chief executive of YMCA England and Wales, added: ‘It’s disturbing that Brandy Melville appears to only offer around a UK size 4 waist on some of their products. By only selling one size it reinforces the notion that there is an “ideal” body type. ‘Our research shows that body image is something that particular­ly affects the impression­able age group that Brandy Melville’s clothing targets.’ Brandy Melville, whose prices start from £10 for a top to £38 for a denim jacket, is popular with teenage girls across the UK. Gordon Ramsay’s daughter Holly, 17, works in one of the Italian brand’s five London stores. The first branch opened in the US in 2009 and it now has 135 shops worldwide.

It also has 6.3million followers on its Instagram accounts.

Shopper Nicola Chalcraft, 46, said she has concerns about her 17-year-old daughter going to the ‘body shaming’ store.

Outside the King’s Road branch in London, she said: ‘The clothing is very small for teenagers and not all teenagers are size zero, are they?

‘I worry about my daughter looking in there. They’ve got nice stuff but you walk in there and walk back out as the stuff is very, very small. It’s body shaming.’

Size 8 English literature student Lucy Farrelly, 18, said she felt ashamed when she had to ask a shop assistant for a dress in a bigger size. She said: ‘I felt judged by it, I felt you had to fit the clothes rather than the other way round.’

Brandy Melville did not respond to a request for comment last night.

 ??  ?? A squeeze: Size 8 model can’t fit into the label’s skirt
A squeeze: Size 8 model can’t fit into the label’s skirt
 ??  ?? Under fire: A London branch of fashion retailer Brandy Melville
Under fire: A London branch of fashion retailer Brandy Melville
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