Brandy Melville, a popular women's fast fashion brand among American teenagers, is opening a store in Seoul's Seongsu-dong this September. Originally founded in Italy, the brand has grown to about 40 stores in the U.S. and several in Asia. Known for its cropped t-shirts and low-rise bottoms, the brand has capitalized on the Y2K fashion trend. Despite controversy over its "one size fits all" policy, which favors petite figures, it remains highly popular. The brand's success is largely driven by social media marketing, with over 3 million Instagram followers. BLACKPINK's Jennie further boosted its popularity in Korea.
Brandy Melville, a popular women's fast fashion brand among American teenagers, is opening a store in Seoul's Seongsu-dong this September. Originally founded in Italy, the brand has grown to about 40 stores in the U.S. and several in Asia. Known for its cropped t-shirts and low-rise bottoms, the brand has capitalized on the Y2K fashion trend. Despite controversy over its "one size fits all" policy, which favors petite figures, it remains highly popular. The brand's success is largely driven by social media marketing, with over 3 million Instagram followers. BLACKPINK's Jennie further boosted its popularity in Korea.