what Brandy Melville stole from to you (disturbing)

Brandy Melville is a cult of girlhood. And you are in it.
Footage credits: HBO Brandy Hellville & The Cult of Fast Fashion
Learn & Grow with me.
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//🕙Timestamps:
0:00 Intro
4:31 The rise: Brandy Hellville
8:38 The perfect Brandy cult (3 factors)
14:13 Who is the cult leader
16:17 What really is brandy melville?
16:21 Copycat?
17:21 "quality"
18:18 uncancellable
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Sub count at upload: 3,219,022

[@zoeunlimited]

What were/ are the brands that shaped your girlhood?

[@talisha5863]

Gap

[@emiscommentingaccount96]

​@@talisha5863 Same

[@thewrongascendancy]

I'm a millennial, so Abercrombie and Hollister were the brands the popular kids wore. My parents bought my school clothes from Walmart and JC Penney so...I wasn't cool 😂 Both brands were owned by an old creepy dude, just like Brandy M.

[@GorgieClarissa]

Walmart and kmart

[@alinajovine6413]

Definitely Children Place and Oldnavy, I loved those places.

[@Mosquitoburger]

its always the old men

[@user-ps2sy8yg8h]

Yes ma'am

[@resultofeatingborax]

yes osaka *we chant in unison*

[@ville__]

girls*

[@GoatEdits285]

Don’t translate إذا لم تشترك معي، فسيتوقف قلبك عن النبض

[@olinafan4459]

as an old man, I did nothing wrong

[@xenogem_]

My son said Brandy Melville clothes look like default character clothes in a video game.

[@llifewmyla]

thats actually so great. one size doesnt fit all

[@kendallope]

That's really the gist of it, they're not unique

[@TheLily97232]

Because it is. It's bland

[@TheLily97232]

Girl NPC

[@suddensirens8281]

100% This just looks like Abercrombie or American Eagle from back in the day. Some basic b***h clothing if I've ever seen any. The fact that it was created by middle aged men is not a shock.

[@user-qr5lk8ph4g]

It’s a Lolita fantasy omg…

[@taegutzzz]

oh yikes…

[@blubla7675]

Exactly

[@asuka_the_void_witch]

a tale as old as time

[@kaleidoscopingwe]

Sorry but duh?!

[@noneofyourbusinesslove1445]

Oh noooo

[@natasham4184]

Growing up in the UK, most people didn't really care what we wore. There were occasional trends, but nothing to this cultish extent. Probably mostly because we had to wear uniform to school and I didn't live in a big city.

[@ByAzuraByAzuraByAzura]

Bro people are elitist and cultish af about brands over here tf you talking about?

[@deemah3602]

people have strong opinions about school uniforms, like how it strips students of identity and promotes toxic collectivism, and that rich kids will still have a way to show off, but like..? in my experience it saved me. there were a lot of mean girls in my school, and thanks to uniforms, i could take a breath from them. no one questioned why i wore what i wore and why i was always in the same clothes. because i simply followed the dress code. those who didn't and wore what they thought was _stylish_ or _trendy_ were victims of ridicule for not looking like the cool kids (in case of the former) or trying to look like the cool kids while not being cool (in case of the latter).

[@natasham4184]

@@ByAzuraByAzuraByAzura I'm sure they are in all countries, just not in my experience of where I specifically grew up

[@natasham4184]

@@deemah3602 Yeah I loved having uniform, and it was only until age 16

[@ville__]

Bro people are elitist and cultish af about brands over here tf you talking about?

[@NorahElalouani]

i feel like this is victoria’s secret pt. 2 edit: not to be this person, but MOM I’M FAMOUS

[@tammystiletto]

I was thinking that!

[@ville__]

girls*

[@Tyree-to1yc]

More like American Apparel

[@betsady4076]

But even younger girls

[@lankasenakanchana]

Gurl you read my mind😂

[@Keats1987]

As an Italian, the situation of Prato saddens me so much. It used to be the capital of high quality fabric, the provider of every elite designer... Then a vicious cycle of cheapening the production started, Chinese workers were literally mass-imported to work in the sweatshops, their living conditions were absolutely below the threshold of anything legal, etc. Well, the situation of immigrant exploitation in Italy is a huge problem.

[@betsy.-val]

Non avevo nessuna idea che ci fosse questo problema a Prato! So che c'è una forte presenza di cinesi lì, ma non avevo idea di producessero vestiti di fast fashion lì (ho sempre sentito parlare le influencer americane di Brandy Melville, non avevo neanche idea che fosse popolare in europa). Davvero in toscana i controlli son così bassi nelle fabbriche?

[@IfYouAreReadingThisILY]

I am so happy I don't know that brand, SO HAPPY

[@Mimia172]

exactly, before this video i had no idea / never heard of this brand💀

[@yooniversefactory]

Also a discovery for me :|

[@cata3350]

Same.

[@m.p.4515]

Same I think they are unknown in europe cus at least in Germany there is none

[@lindsryan1087]

These guys took over where Abercrombie and hollister left off

[@user-ui5iz4ub9m]

Starving yourself into the body of a 12 year old because it’s trendy makes about as much sense as entering an abusive relationship because people are romanticizing the meek, scared wife look. Please, y’all, just be healthy and take care of yourselves ❤. What these girls went through breaks my heart.

[@serenediipity]

i think the rise in sales as a result of the documentary is just cause many of us pushed brandy out of our minds for years and now we're seeing footage of all these pretty girls that we once again wish we looked like. some people will let the message of the whole doc fly right over their heads for the sake of a floral tank top

[@ville__]

girls*

[@esikazemese]

It is shocking how stupid people are.

[@savage.4.24]

Amazon!

[@kaylamountain3988]

My parents were strict so I had no social media, and we were low income, so I got my clothes at kohl’s, so glad I didn’t deal with this horrible stuff

[@Gigachadsurpremacy]

Lmao, to this day on, I wear the stuff from my dad and mom

[@geraniumbonbon]

Kohls is one of my favorite in person clothing stores so thats a huge plus

[@user-xw6kr7tb6v]

ok but why is kohl’s so expensive now? i literally went there once and left bc the same products are cheaper at target

[@Aurriel]

This is so evil. Of course, as a teannage girl you are looking for acknowledgement and affirmation. And when someone tells you you looks so cute, they want to snap a pic and hire you - who could say no?

[@barbarasmith7432]

My mom would. She'd see through it and tell me I couldn't work there.

[@Aurriel]

@@barbarasmith7432 Love it for you that you have a mom that is aware of this!

[@ville__]

girls(

[@CAT-2323]

@@barbarasmith7432You have a good mom

[@the_richcat]

@@ville__ tf??

[@Cornmoontarot]

I was deep in anorexia 2014-16 so brandy melville did not help. If anything they fed my addiction to my body dysmorphia. So glad this is being highlighted now.

[@stonersiren]

you are to blame for your own weakness, keep starving piggy

[@oxanadc]

it is not your fault it is how they get people they just want to make profit and don't focus on creating a positive message or are unaware of how damaging some of their campaigning strategies are like I love to share with people on my KZbin vlogs you are so much more than your body don't let outside factors determine that for you

[@Cornmoontarot]

@@oxanadc I checked out your most recent video and I absolutely loved it!! 🥹 I’m a creator too on here. What software do you use to edit your videos? I love them btw, you are such a kind soul ❤️ subscribed

[@oxanadc]

@@Cornmoontarot I use da Vinci resolve it is great

[@glossykisses]

@@stonersiren One day you'll have a daughter and you'll PRAY no one speaks to her the way you just spoke to OP.

[@marywebb9264]

I’ve never heard of this store but all these clothes look like cheap, tasteless rags!

[@user-gt7iy9zn3k]

I agree. Basic in the worst way

[@tksmisu]

i wanna know where you shop and that has better quality

[@tonyx2chopper]

The quality isn't even good I'd never buy from there again

[@urplantpal]

i actually have clothes from here from 5+ years ago that I wear quite often and are still in really good condition

[@bmara5018]

I always knew they were sketchy asf. I was so severely bullied by girls growing up like this and they’re all in this little desperate space too. Makes me sad but I’m very happy I was never ever a part of this creepy company

[@inechyuu]

It's not all men but its always men

[@shermaynebrown5165]

And sadly the female enablers🙁

[@inechyuu]

@@shermaynebrown5165 fr

[@grazielaalmeida8438]

I wanted to press more the like bottom to this comment.

[@tm7517]

I skimmed the comments and not one person acknowledged the racism of the brandy Melville brand. That the owner of brandy Melville is racist and wears nazi stuff. And he infused his white supremacist ideology into creating this racist Brandy Melville girl aesthetic that is the core of the business. That’s the appeal of the brand is the image of being this pretty long haired white girl. Every person they interviewed said oh that was the brand’s appeal. Without that the brand doesn’t exist as it does today. It used instagram to create that image in the minds of its fans. The thinness the whiteness of the girls featured on Brandy Melville’s instagram was the appeal. That aesthetic is the whole company. And that’s what’s actually unique about Brandy Melville is the so so obvious white supemacist image of the brand.

[@sigma8067]

I honestly thought people stopped wearing Brandy in 2016/2017 because of all the information that came out about promotion of disordered eating, racism, and p-philia. Looking back, I think maybe it was just me/ my age group that stopped because we got older and learned, and we out grew the "aesthetic". Besides the quality of Brandy was never high (imo), it just had good marketing to make it seem like it was good/better than other options.

[@JarOfHeat100]

I'm italian, i live near the Italian city you mention and altough there is a good chunk of exploitation of the workers there aren't teenage girls working there. like I get the situation isn't the brightest but there are no 13yo working there. we have laws in Italy and I know my country sucks in many many aspects and workers' rights are getting damaged everyday by capitalism and the right govt we have now but we still have laws about child labour

[@lindsryan1087]

They do in America

[@Elaronna]

i think the bigger picture is the reason why the people in the doc said at the start “it was a mess!” was because they then go on to say their team was built entirely on teenage girls. the exploration still happened regardless and it’s so incredibly wrong how his man managed to manipulate his way through the system somehow and get away with all of it.

[@lindsryan1087]

@@Elaronna right!

[@tammystiletto]

@@Elaronnaexactly

[@ville__]

girls*

[@rachidarachida04]

I am glad to say I escaped! Never heard of this brand until today, living under a rock is good sometimes.

[@user-ec7iu3ck7k]

same fr

[@sugarzblossom8168]

same

[@electricfishfan7159]

Same. When she said “you didn’t know you’ve been in a cult: girlhood,” I was like yeah. It’s all misogyny. I always knew and have always been a gender abolitionist.

[@mitzywebtoons]

Same! Couldn’t afford it anyway. One slightly cute baby tee or 2 cute cheaper justice shirts?

[@v3nus1nfurs]

What’s sad is that people even knowing that, they don’t care and will continue to give brandy Melville money because it doesn’t affect them personally it’s easier to put a blind eye to the situation

[@kriskri12]

I remember a video exposing this information was made a couple of years ago and mysteriously taken down so Im soooo glad to see you making one too

[@WhoElseWillIHaveIceCreamWith]

It's always the old white men

[@reddokirameki8066]

i’ve never heard of this brand and the moment she said „oh yeah that store in vienna“ i was shocked. i lived in that city for my whole life and i have never seen this store and i’m glad about that. i struggled a lot with ed in the past and i’m still fighting and i’m sure if i would’ve known that this brand existed it would’ve been my end

[@saaya8964]

i've never heard about that before either, but i guess its the mariahilfer straße one (auf der Seite vom Museumsquartier), unless we have another store?? I pass by there sometimes omw to work, but it doesn't look to be very popular lol

[@reddokirameki8066]

@@saaya8964 i’m back in vienna in a few days, i’ll definitely keep my eyes open!

[@msevolution2317]

It’s so bland - it’s v. Abercrombie & Fitch

[@beomgyusfakewhitehighlight4461]

This can easily be reduced if schools had uniforms. I have uniforms in my school, it is annoying, but at least no one's showing off their wealth or figure.

[@judygugu]

So happy I grew up in a country where most people don't care about brands and trends

[@Manuela_shiny]

in Italy we tought was an american brand but with bad quality, so only the aehstatic was appealing. Luckly, In Rome the shops disappered about few years

[@jakilope]

I think you're using the Discord sound effect in your video and I kept flipping to my Discord to see if someone messaged me. Kind of felt disruptive. Just a heads up on that, maybe you shouldn't use it in future videos. Otherwise, great video. I was too old to be influenced by Brandy Melville but my younger sister was. Her whole closet was BM and she suffered massively from anorexia. :( Not saying it was BM that caused it, but it most certainly didn't help.

[@ilya_ilyani]

yeah same here, i kept having to look at my dms on discord which distracted me from watching the video 😭

[@AstraeaAntiope]

OMG, I was so confused 😅

[@harajukuciel5430]

I didn‘t know about this brand until they‘ve recently opened a huge store in Munich. I was really confused why so many people like it, the clothes all look like they‘ve been washed a 100 times and then left in the washing machine for a month…

[@esen9]

emma chamberlain, and imma leave it at that lol. and brandy is only for super skinny girls, not size inclusive at all, so literally designed to single girls out.

[@3martiniplaydate]

But I m curious.....why does everything HAVE TO BE "inclusive"? 🍸🍸🍸

[@undetestable1]

I wasnt even aware this brand existed when I was growing up. Then again I was never a skinny white girl so its possible I just didnt notice the trend.

[@brianacruz6905]

I didn't even know this brand existed in the first place 😅

[@juhishah2917]

Same bro same!

[@garfieldfan77]

Thank you for the video, I'm not into fashion brands like this at all but it was really insightful. And I love your message about girlhood not having a certain look or identity, I think this is really important to share 💜

[@AnnabelleCeilia]

GUYS WAKE UP!!! ZOE POSTEEEDD

[@zoeunlimited]

Gmmmm✨

[@user-ps2sy8yg8h]

I am a man and I love your videos thank you for spreading awareness

[@silhouetteofadream.]

LATE BUT IM UP IM UP

[@Princess-Lavender]

I just don’t understand how they can make JEANS one size like even if you’re skinny and the ideal brandy body type I feel like jeans are so specifically hard to get a good fit. And one size socks too. We can’t have different foot sizes now?! Lol

[@KfcChicken-lv6cu]

It’s kinda scary to think abt this is happening around in the world to girls. It’s already a very stressful and difficult time in ur life, but now it feels like no matter how hard u try, u’ll never be good enough? Men should get off girls backs, especially abt their HEALTHY AND NORMAL appearances, smh.

[@hallochien1235]

Hi, I'm from Germany and I just wanted to say that now every Brandy store closed in the entire country, because it is so controvesial. I never bought anything from Brandy so I didn't care about it, but now after I watched your vid I'm really shocked. How can the store still exist?😯

[@materialgworl2394]

Even when I was skinny, in 2 sports and barely ate I still never fit into brandy Melville and now I would barely get a thigh into those jeans

[@cosmical.calypso]

That’s cus it’s designed to make you feel that way, your Beautiful, athletic, strong inside and out God bless

[@Dissected_toes]

I hate how men make clothing brands that only make clothes that show too much skin get rich

[@Sher-Burt]

I must live under a rock, I've never heard of this brand

[@BAT1357]

You and me both 😂

[@CAT-2323]

Glad to say I only have one item from Brandy Melville and it was thrifted. Oddly, it’s actually colorful and fits me (a busty betty). It’s probably one of the “oversized” ones if they do that. It’s cute though I still wear it.

[@Yeodoongiiie]

NEVER heard of it....

[@tiffanyapril5458]

I feel like more younger millennial or older gen z definitely know

[@Yeodoongiiie]

@@tiffanyapril5458 ok?? Has nothing to do with anything but ok🤣

[@tiffanyapril5458]

@@Yeodoongiiie Just saying all these ppl that never heard are probably young AF

[@Yeodoongiiie]

@@tiffanyapril5458 i'm 32... but i am also not american. i think most people in europe probably have not heard about it OR not been aware of it

[@tiffanyapril5458]

@@Yeodoongiiie ooh didn’t think about that, thought it was a chain everywhere my bad lol

[@Rojin_04]

Growing up as a homeschooler, I never had to worry about fashion trends, I just wear whatever I want lol.... and until I clicked on your video I had no idea what Brandy Melville was. (I haven't even worn a Brandy Melville before, not that I would even fit hahahaha....)...but this is so horrifying, the "one size fits all" is so toxic.

[@josiealamusic]

I went into a Brandy 2 summers ago after knowing about the hype and was severely disappointed. The clothing was really poor quality and SOOO boring like 50 shades of white and beige. I feel for those affected by the harm of this brand.

[@michellelee7846]

Brandy Melville was so predatory. Also, not me thinking im getting discord notifications this entire time

[@aggressivelyzoe]

you said “unlucky for zoe” and i felt that

[@callytube1]

ur scaring me with the discord notif sound effect

[@rae3688]

Your videos are always so powerful!! thank you for giving us so much insight and doing all the research to provide a well thought out video

[@allisonkim934]

LOVE U ZOE FOR THIS

[@samapollosadiegreen2357]

This video needs to be seen by EVERY female on this planet. Wonderful video Zoe❣

[@claudeyaz]

Old navy and thift stores lol. And a couple of band tees from hot topic, or print tees from kohls. They use higher quality t shirts than walmart

[@au_barb]

Old Navy and thrift stores are where I shop too. Probably 80% of my clothes are thrifted.

[@claudeyaz]

@@au_barb yeh I just cannot justify spending so much on clothing...I see too many 60 somethings unable to retire... So here is to hoping I can make life easier for my future self. Plus, thrifted clothes feel like you are treasure hunting xD

[@MsHddg]

A few days ago, I downloaded TikTok just to have more content from you, I am rarely on there because I don’t care about this app at all 😂 but sometimes I have a look to see if something‘s new ❤

[@XOAFRODITEXO]

after you said swiss company I got goosebumps

[@ands_t]

so creepy that he keeps the pictures 😮

[@biljam972]

Good, they should be exposed! Ugly, horrible company.

[@hollym.3088]

comparing a body type that many women have to that of a twelve year old isn’t the best decision you’ve made when it comes to wording things. however i do appreciate the video, and the vast majority of your content. however, i think it should be noted that there are adult women with “younger” looking bodies, simply because they are built more lithe or slender. comparing them to a growing or developing girl has been a trend for women with smaller bodies, and it’s high time that’s stopped, i think.

[@hallowleafx]

Thank you, I totally agree.

[@celestialnubian]

I didn't even know Brandy Melville existed till today. This is nothing compared to the former glory of the cult of Abercrombie. Honorable mention to Delias and American Apparel. 🤣

[@claudiat.business7468]

I must say from 2003 - 2010 Brandy Melville branding, clothes, prices were completely different, they even had sizes. Not sure why that’s not on the internet, i grew up with a different brand tbh

[@dqyl1ght]

i have a memory of being very young and my friends started buying brandy but i remember not being able to fir into the sizes. i remember being humiliated having to put back all the clothes that didn’t fit me. but that doesn’t define my girlhood.

[@Nonyah123]

Great video but pleaaaase change the discord sound, I was so freaked out every time it came up!

[@vigarobugsbunni]

When the abercrombie doc came out I remembered people saying wow everyone was so exclusive and I'm glad now it's different. I think no matter how far we've come there is a part of human nature to want to be seen as exclusive and not for everyone. I don't thing any of this will change in years to come.

[@sophiabreidfischer6242]

Theres one near me in Toronto-during the pandemic me and my fam noticed it because there were lines as long as you see outside a concert of girls young enough their Mums were often waiting in line with them. It was super busy almost every day. Somehow Ive never seen any content or knew about it. Glad my parents were as protective as they were when i was young

[@AnimeVideos-ku8zg]

First comment and first view 25 seconds that’s the earliest I have ever seen a video Btw love your videos Zoe

[@BehindtheHeavens]

love ur content zoe

[@nymnym91]

I feel like this is an ongoing problem in high fashion as well. Clothes are made for under age girls, not women. And it is generally perpetuated by men (designers) as well :(

[@user-ei2ip9yv6h]

early and yea this company is just weird to me but hey people gonna be buying what they want

[@ingridguasch5893]

Watching this while wearing my brandy shirt 😬

[@idkflawless]

I cant even think about all the girls that are hurt because of this.

[@naomi5418]

I shopped there one or two times when they just opened. Yes the clothing quality is sooooooo shit! You gonna be willing to dress in garbage to wear their cloths

[@tksmisu]

the quality is actually great, and most pieces are 100% cotton. but ill shut up now ik no one wants to hear that lol

[@wabi_sabi52]

This was a well done examination, it was a good watch

[@Oo-lf1mu]

I’m 42 and live in highly tourist area I saw this store front but had no clue what it was. And young girls would ask me where this store was. I feel like so bad for these young women. This is NOT healthy in anyway whatsoever. We are failing our youth.

[@vivianc.c.3379]

this makes me remember of Victoria's Secrets and their angels.

[@elc1847]

need a response vid before i continue supporting your channel.

[@sierra.lynette]

brandy melville will survive off the backs of pickmes

[@yuccaluka]

You got me with those discord notif noises yo dont do that 😭

[@yooniversefactory]

The discord notification sound makes me check my own discord

[@agmast3r169]

the discord notification sound is making me trip HELP 😭

[@magadiendor]

very interesting! and disturbing...

[@felixkjar1234]

How did they ever make a clothing brand of Lolita?

[@aggressivelyzoe]

wait this is actually shaking me to my core

[@ands_t]

going to see the documentary

[@RozieRoza]

aaah plz dont use the discord notification sound effect love T.T apart from that great video!!

[@juniperslowed]

ikr i hate when people use messaging notification sounds 😭😭😭 why

[@ville__]

girls*

[@Petitfleur_]

I’m not trying to pull attention away from the very important topic of the video but does anyone know what’s up with the video title? I’ve read it a few times & I can’t seem to make it make sense. Is it supposed to say “what brandy melville stole from you”?

[@mooniii9030]

I think it means what they stole from all the employees, like giving them eating disorders and other things to give you the cute clothes

[@Sasha-mb3rv]

the discord sound effects just confused my brain the whole video lmao

[@llamabean529]

I heard of this brand but was already at the age where I know brands don't care about my mental health but their bottom line so lmao

[@annablue2799]

We only have one brandy store in vienna and its tiny. To be honest I fought for most of my life that it was some kind of overpriced boutique.

[@Glory2UKR]

Rejection is Gods protection, I’m glad that shit didn’t fit me

[@grakatacc]

ok personally i have brandy clothes from years ago and i still wear them, like two of my fav hoodies... the situation is terrible but honestly nothing is going to stop people buying from them if they like the products.

[@alyseray4416]

i thank god every day i never had the fashion sense that lined up with brandy because that store would have CRUSHED my soul as a teenager

[@bexraphaela]

I kept thinking about Brandi Glanville, thinking how could I not now she has a clothing store chain 😂 But then I googled it and realized her name’s not Brandy Melville

[@missdenisebee]

I’m an elder millennial, so too old for Brandy Melville…but this definitely reminds me of my generation’s love/hate relationship with Abercrombie & Hollister.

[@-yuno69]

I am so disappointed, for the first time I’ve found a brand that do really suits me and has the style that I search and yes here we are

[@melissaschiller713]

So these men were trying to have control over the types of women they could never have dated in high school. Level 10 incel behavior.

[@i.f.5566]

Who let the discord moderator cook 💀

[@cjin3636]

The tag on some shirts shown in the video literally have Chinese words "Made in Italy" on them, which I thought was kinda ironic.

[@domijoestar]

Thank god this brand flew straight over my head and I never exprienced this bullshit.

[@myramarere12]

The way I don't know anything about Brandy but I'm still watching cause it's Zoe😄

[@gabbyslife1394]

I must have been living under a rock my entire life because I watched this documentary randomly when I was scrolling through HBO Max and I had never heard of Brandy Melville before