Former Tumblr teenagers, this one’s for you. HBO launched a trailer for Brandy Hellville & The Cult of Quick Trend, a brand new documentary that explores the non-public and international impacts of the infamous quick trend model.
If you happen to got here of age within the 2010s, you might be most likely haunted by the reminiscence of Brandy Melville, the style retailer that egregiously promotes the skinny, white magnificence superb by solely hiring skinny, white women to work its storefronts (everybody else was relegated to the stockroom). You gained’t discover numbered sizes at Brandy Melville, which shares “one measurement suits all” clothes which are extra like “all match one measurement,” encouraging disordered consuming habits amongst its goal demographic of stripling women.
And if any of that provokes a visceral response you’d fairly not cope with, be at liberty to shut this tab and do one thing good for your self as an alternative of watching the trailer for Brandy Hellville & The Cult of Quick Trend:
Directed by Oscar-winning filmmaker Eva Orner, the documentary explores the tradition behind the quick trend model, from its problematic male CEO (is that redundant?) to the harmful magnificence beliefs it promotes and the way in which that messaging impacts the younger ladies who store and work there, in addition to the harrowing results the quick trend trade has on the atmosphere. The footage of literal tons of discarded clothes objects washing ashore in Ghana is among the many most annoying issues I’ve seen in current reminiscence.
Right here’s the total synopsis for Brandy Hellville:
Within the early Tumblr period of the 2010s, Brandy Melville turned the must-have clothes model for younger women internationally. By way of a calculated social media presence and selling an unattainable aesthetic, fueled by Instagram campaigns that includes its personal workers and choose “Brandy women,” Brandy Melville conferred a way of coolness to the kids who wore the tiny “one measurement suits most” garments that rapidly exploded and immediately has almost 100 shops in over 15 nations and over 80 cities worldwide. Nonetheless, candid interviews with former workers and trend insiders, in addition to troubling accounts from former executives, reveal a troubling poisonous work atmosphere and discriminatory recruiting strategies on the firm and make clear the interior workings of a enterprise that flourished by setting inconceivable magnificence requirements on social media and in actual life for its clients and workers.
Behind the scenes, an atmosphere of alleged discriminatory work practices thrived by preying on the wishes of younger women to suit into the Brandy Melville aesthetic. Broadening its focus, the movie examines the far-reaching reverberations of mass-produced quick trend by Brandy Melville and different mainstream trend manufacturers, in addition to the results of the collective improve in consumption and manufacturing of low-cost clothes, touring to Accra, Ghana, a vacation spot for discarded textiles that find yourself polluting landfills and waters. From the microcosm of 1 cult-like model to the common detriments of disposable clothes, BRANDY HELLVILLE & THE CULT OF FAST FASHION exposes a large system of exploitation inside the international trend trade.
Appears like a enjoyable sit! Brandy Hellville & The Cult of Quick Trend premieres April 9 on HBO and Max.
(featured picture: HBO)
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