Loved by BLACKPINK Rosé and Jennie: 'Brandy Melville' Lands in Korea—Unexpected Reactions!

The fashion brand 'Brandy Melville,' popular among Gen Z and frequently worn by BLACKPINK’s Rosé and actress Lily-Rose Depp, has opened its doors in Seongdong-gu, Seoul.

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On January 3, the brand launched its new store on Yeonmujang-gil, creating a buzz among young fashion enthusiasts. Known as a Pinterest-aesthetic icon, 'Brandy Melville' is celebrated for its minimalist, vintage-inspired designs that resonate with Gen Z.

However, not all feedback has been positive. A post on X (formerly Twitter) on January 3 detailed one visitor's experience at the new store, highlighting communication issues with the staff. The user wrote, "I visited the Seongsu Brandy Melville store, but the staff couldn’t speak Korean. It was frustrating because whenever I tried asking questions in Korean, they asked me to speak in English."

Other visitors shared similar concerns. Comments included: “I had to wait about 40 minutes to get in,” “The clothes are cute, but the sizes are way too small—they felt like underwear, so I didn’t buy anything,” “I saw reviews online, and they were true. It’s a Korean store, but more than half the staff can’t speak Korean,” “Since communication was difficult, I couldn’t even understand the return policy,” and “The store was cramped, dusty, and overcrowded.”

'Brandy Melville' is infamous for its one-size policy, offering tiny garments often adorned with teddy bear prints or lace accents. Most tops are small enough to be covered by two adult hand spans, and the tags omit sizing information but list global prices instead.

The brand was founded in the early 1980s in Italy by Silvio Marsan and his son, Stephan. It gained prominence after opening its first U.S. store in Westwood, Los Angeles, in 2009. The name 'Brandy Melville' symbolizes a fictional love story between an American girl, Brandy, and a British man, Melville.

However, the brand has not been without controversy. In April 2022, an HBO documentary exposed discriminatory hiring practices. According to the documentary, 'Brandy Melville' allegedly prioritized hiring young white women, requiring full-body photos from applicants. Some staff members were even asked for photos of their chest and feet. Additionally, white employees reportedly worked on the shop floor, while employees of other ethnicities were relegated to tasks behind the counter or in storage.

'Brandy Melville' now operates over 100 stores worldwide, including locations in the U.S., U.K., Japan, Hong Kong, Singapore, and China. Korea is the sixth Asian country to welcome the brand, following stores in Shanghai and Beijing. The Seongsu store operates from 11 a.m. to 6 p.m. KST daily.