I recently learned of a brand of clothing that achieves exclusivity not through price, but through size. Brandy Melville offers almost all of its clothing in either size “small” or “one-size-fits-most” (as long as “most people” are small). The brand is one of the hottest lines of clothing for teens, according to research firm Piper Jaffray.
It is not new for teens to try to build their identity and gain acceptance and a sense of belonging through their clothing choices. It is simply the brands and the looks that change. But while previous generations of teens were barred from the most exclusive looks by price (or were forced to spend far more than they could afford on designer labels or celebrity endorsed merchandise), Brandy Melville is relatively inexpensive. Instead, the brand has set the price of entry into its club at being very, very skinny. Now, instead of a teen blowing all her savings on a purse she really can’t afford, she is pressured to go to unhealthy measures in order to fit the same size pants as everyone else.
The immature part of my brain remembers being poor and skinny as a teen and thinks “Where was this when I was 16?!” But the mature part, the wiser woman in me, has learned that in life, the target for superficial popularity is always moving. Basing one’s identity on a look or a brand will never really satisfy the human need for security and belonging. But how do parents teach that to their children?
It was one thing for parents to refuse to purchase expensive clothing when the family couldn’t afford it. At least teens could blame their parents for being too poor or frugal. My fear is that teen girls will blame themselves for not fitting into Brandy Melville — and that their disappointment or anger will turn towards their bodies (even more so than it already does for young adults). Parents, especially those of girls who are too normal-sized to fit into the skinny brand, must help their children understand the dark side of marketing and branding. Companies like Brandy Melville prey on insecurities — they need us as consumers to feel inadequate without their product. But clothing is not our identity, and it can never create acceptance. Clothing is at its most basic level a tool to keep us protected from the environment. Yes, it can be used for self-expression, but if you are dissatisfied without the clothing, you will be dissatisfied with it.
Are your teens victims of marketing who strive to purchase only the “cool” brands? Consider:
- Banning Brandy Melville on principle, even for your children who could fit into the clothing. Refuse to buy into the unhealthy standard that all girls should be shaped a particular way.
- Check your own attitude about clothing and identity. Do you model an attitude that clothing does not define an individual?
- Challenge your teen to develop his or her own style. For example, challenge them to only buy clothing from resale shops for the next 6 months.
- Purge magazines from your home. Magazines are often glorified catalogues that feed the desire for particular looks and brands.
- Encourage your teen to develop a more global awareness of what life is like for others who cannot afford to be obsessed with their looks. The popular Hunger Games movies and books are easy conversation starters: ask questions about the parallels between the image-obsessed residents of the Capitol and our culture’s obsession with brands like Brandy Melville.
Have more ideas? Share them in the comments section!