The hottest chain of our generation, brimming with excitement and people rushing through the doors: Brandy Melville, opening in Suburban Square and bringing together a wide range of ages and people to connect over a shared love of fashion and clothing. Not all of this connection is welcome, however. In an age of social media and fast-spread word, the epidemic of “Sephora kids” has spread, creating a culture of resentment and annoyance around the young kids that enter Sephora with their parents, begging for the newest Drunk Elephant moisturizer and serum, or Brandy Melville, in search of new clothes.
It’s annoying how children are “growing up too fast” and acting older than they are. After all, childhood is precious and fleeting. So why might children be in such a rush? The widespread use of social media among young kids exposes them to mature topics and ideas, including makeup, fashion, and shopping culture. This premature exposure influences them to seek out their own products, inducing annoyance and frustration among teenagers who have waited to reach the age of maturity.
Brandy Melville is a fast fashion company that has been around since 1970 but has encountered a lot of pushback over the past decade, as it has been called out for its unethical practices, including notorious one-size clothing. The “one-size” wave is incredibly damaging for the minds of women and customers, as there is no such thing as a size that will fit everyone, especially for preteens and young girls, who are easily self-critical. Seeing thin girls sporting Brandy Melville attire encourages young girls to strive for the same aesthetic so they can fit in with the older girls and conform to the standards they see set. For people of an older generation who grew up visiting Claire’s and Justice for their clothing needs, it is shocking to see kids rushing out of childhood and trying to conform to developed ideas.
While frustrating for many, it is important to remember to have grace for the young kids who are so easily influenced by their surroundings and avoid getting angry when you encounter them on your next trip to Brandy with friends.
