“Brandy Hellville & the Cult of Fast Fashion” is a documentary that delves into the exploitative nature of the popular fashion brand Brandy Melville, which has built itself on colonial fantasies at both an image and industrial level. The film highlights the environmental damage caused by fast fashion, showcasing landfill sites in Accra, Ghana, where brands like Brandy Melville dump their waste. Despite calls to boycott the brand, its sales continue to soar, indicating the complex nature of consumer behavior.
The documentary uncovers shocking allegations against Brandy Melville, including discriminatory practices in hiring and firing. Former employees reveal that the company hired thin, white teens on the spot while shopping, leaving large swathes of staff with eating disorders. Black employees were relegated to behind-the-scenes roles, while blonde and red-headed employees were rewarded with higher salaries despite being ineffective workers. The documentary sheds light on the harmful impact of the brand’s emphasis on thinness and whiteness.
The film also exposes the questionable labor practices of Brandy Melville, particularly in its use of Chinese immigrant workers in sweatshops in Italy under the “Made in Italy” label. This tactic masks the reality of exploitation faced by these workers, who often work in slave-like conditions. Additionally, the documentary reveals the devastating impact of fast fashion on the environment, with waste products ending up in landfills in Ghana, causing irreparable damage to local communities and ecosystems.
Further disturbing allegations emerge, including senior executives of Brandy Melville sharing Hitler memes in a group chat and engaging in inappropriate behavior. The film also uncovers a disturbing incident of a staff member being sexually assaulted at a Brandy Melville-owned apartment in Manhattan. Additionally, the brand is accused of running a foot pic farm from inside its stores, where employees were allegedly asked to send photos to the CEO for approval, with the threat of being fired if their appearance was not to his liking.
Despite the disturbing revelations brought to light in the documentary, Brandy Melville continues to thrive, with sales totaling millions of dollars in 2023. The film calls attention to the need for consumers to be more conscious of the impact of their purchasing decisions and to hold brands accountable for their exploitative practices. The documentary serves as a stark reminder of the dark side of the fashion industry and the urgent need for reform to ensure the fair and ethical treatment of workers and the environment.
