Title: Teen Retailer Brandy Melville Eliminates Fitting Rooms Amidst Backlash

Brandy Melville, the popular retailer known for its single-size apparel, has permanently removed all changing rooms from its US locations, a move confirmed by several employees. The decision has sparked significant outrage on social media platforms, particularly among the brand’s core demographic of young women. One customer described the change as "devastating news," while another expressed frustration on TikTok, asking, "How am I supposed to know if it's cute on me???"

The company, which primarily targets teenage girls, has long faced scrutiny for its exclusive sizing policy that caters to smaller body types, as well as for accusations of fostering unhealthy body image standards. The BBC reached out to Brandy Melville for an official response, but the company has not released any statement regarding the removal of the fitting rooms.

Despite the lack of corporate communication, staff members at Brandy Melville locations in New York City, Boston, and Austin confirmed to the BBC that they received instructions this week to permanently dismantle the changing areas. This shift has left many former customers feeling alienated, particularly those who previously relied on the brand for inexpensive cotton essentials.

"I would always try stuff on to see what I wanted, but now I can't," one shopper stated on TikTok, noting that items sometimes fit oddly. Another customer warned in a video that because there is only one size per style and no opportunity to try items on, the brand could face a surge in returns.

Employees reported receiving little context for the sudden changes. While some cited "vandalism" as the primary reason, specific issues with fitting room curtains have been widely documented. Earlier this year, viral videos showed shoppers sticking chewing gum to the curtains to keep them from closing properly, a practice that had become a popular TikTok trend.

"We've had a lot of issues with gum getting stuck to the curtains," an employee in Austin explained, adding that adhering gum to the walls was a common occurrence. One staff member posted a video of herself scraping gum off the walls, captioning it, "If you have ever stuck ur gum onto these walls, we have beef." Another employee shared footage on Wednesday showing the dismantling of fitting rooms at a separate US location.

Founded in 1980, Brandy Melville remains a polarizing figure on social media. A 2024 HBO documentary titled Brandy Hellville & The Cult of Fast Fashion alleged that the retailer promotes eating disorders and sexualizes its young female workforce. The brand has yet to address these allegations or the ongoing criticisms regarding its restrictive sizing model.

Source: BBC News Generated at: 2026-06-04 18:48:29 UTC