The fast-fashion brand remains popular with teens despite only offering one size in each style. But a new sister store in Santa Monica is expanding the size range, albeit only slightly.
— the ’90s-inspired fast-fashion brand with a massive American teen-girl following — quietly opened a sister store in Santa Monica, California. The new store, named St. George, breaks one of the retailer’s cardinal rules: Instead of only offeringat least some of its collection of ribbed cropped tees and drawstring pants now comes in size “medium.” What’s next?Multiple sizes wouldn’t be news for any other fashion brand.
an HBO documentary released in April. Former employees and associates spoke about the company’s troubling work culture, much of which led back to its Italian founder and CEO, Stephan Marsan. The documentary also alleged former employees faced fatphobia, antisemitism, and even sexual assault. But back to the store. Various TikTok and Reddit posts from St. George in Santa Monica report a grown-up, polished style, seemingly designed to appeal to shoppers in their mid-20s and 30s by offering fewer flowers and more solids and stripes in neutral tones. The store even has homewares, like pillows andBrandy Melville hasn’t officially claimed the store, even though its shoppers will instantly recognize the interior design.
This isn’t the first time Brandy Melville has played with the St. George logo. Last year, the company opened a St. George coffee shop on Seventh Avenue in New York City, selling baguettes and matcha lattes. The question remains: Is Brandy Melville growing up? Could it pull off anrebrand? Does it even need to? Despite the documentary, Brandy Melville remains hugely popular with teen shoppers. And based on the excited posts from the new St.
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