Brandy Melville is once again a tween favorite fashion brand. In the early 2010s, Brandy Melville was the it-girl status symbol for tween and teen girls. Their comfy clothes and girly staple pieces were all the rage for young fashion-lovers who strived to buy the coolest pieces. But eventually, young people got annoyed with the brand’s exclusive “one-size-fits-all” model, and Brandy Melville’s hype died down. The brand is once again drawing big crowds, though—this time as part of a cluster of trendy stores along Broadway in SoHo. Brandy Melville, along with Edikted, Princess Polly, Garage, and PacSun, has become a key stop on what some are calling “Tween Row.” On weekends, tweens and teens line up outside, browsing early 2000s-inspired styles like baby tees and ruffled miniskirts. For many, shopping here has become more than just a retail experience; it’s a social outing—documented on TikTok, of course. (NY Mag)
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