Brandy Melville is attracting attention online, but not necessarily for its latest clothing collection. The fashion retailer's website photographs have become a talking point among shoppers, with some questioning the unusual presentation and others comparing the images to outdated clothing catalogues and second-hand shopping listings.
The discussion gained traction after screenshots of product listings began circulating online. Items that drew attention included the $18 (£13) Aria Lace Tank and the $45 (£34) Andrea Cable Knit Sweater. Rather than focusing on the designs, however, viewers appeared more interested in the seemingly casual photographs used to showcase the pieces.
One social media user delivered a particularly blunt assessment of the website's appearance, writing: 'The photos on the brandy melville website are so bad these girls look like they're being trafficked'.
Shoppers Compare the Photos to Depop Listings
Not everyone agreed on what made the photographs so unusual. While some shoppers found the images awkward and unappealing, others offered more humorous explanations for their appearance.
@EvilBarbieDoII some guy with an iphone told every girl "ok now walk and pretend you don't know me"
— niels .1 (@TSC) November 9, 2026
Some users compared the straightforward presentation to old-fashioned clothing catalogues or Depop listings, where sellers typically photograph items in a more casual, less polished setting. Others said it looks like someone with an iPhone told the models to 'walk and pretend they don't know me'.
Longtime Fans Miss Brandy Melville's Older Photography
back in MY day this was brandy melville .. https://t.co/MZJVH93Ut4
— mermaid (@lynchiaaaaan) November 9, 2026
Some longtime customers also used the discussion to reminisce about the retailer's photography during the 2010s. Fans commented that the older images had a sharper, more distinctive appearance, which they felt better captured the brand's identity. Compared with the current product photographs, the earlier style was considered more visually appealing and carefully put together.
One shopper joked that the photos seemed to be going for an 'effortlessly chic' look, but instead resembled the kind of picture someone might send their mum in a quick message to show which friend they were with.
trying to serve effortlessly chic but it looks like when i take a picture of my friend to show my mum who i’m with
— isabella ¹⁶ ³⁽³⁾ ⁴⁴ ⁸¹ (@PRXARCADE) November 9, 2026
The criticism also shows that shoppers have become more particular about fashion photos. With so many brands and sellers sharing pictures online, customers now expect product photos to look good and show off the clothes properly.
For many shoppers, good photos can make a big difference when deciding whether to buy something. They want to see how the clothes look, how they fit and what makes each piece worth buying. If the pictures fail to do that, even a cute outfit might not get the attention it deserves.
Brandy Melville's Visual Identity Remains a Talking Point
Brandy Melville has maintained a recognisable presence in youth fashion since expanding into the US market in 2009. Its casual wardrobe staples, minimalist branding and distinctive retail aesthetic have helped it build a loyal following among younger shoppers.
However, the brand has also faced longstanding criticism over its one-size-fits-most sizing approach and the limited range of body types represented in its marketing. Its marketing and visual identity have consequently attracted scrutiny beyond the clothes themselves.
While some shoppers are simply poking fun at the photographs, others genuinely miss the brand's older visual direction. The criticism doesn't necessarily mean customers have fallen out of love with Brandy Melville's clothing, but it does suggest its website images aren't winning everyone over.
