Why is this teen fashion brand closing its fitting rooms?

June 4, 2026

Brandy Melville, a fashion retailer known for selling only one size aimed at smaller body types, has begun permanently closing fitting rooms in its US stores this week, as confirmed by employees in multiple cities. The company has not issued an official explanation, though some employees were told the closures were due to vandalism, specifically a viral TikTok trend where shoppers stuck chewing gum to curtains and walls in changing rooms. The decision has sparked significant backlash on social media from young female shoppers who say they need to try on items before purchasing, especially given the brand's limited sizing.

Who is affected

Young women and teenage girls who shop at Brandy Melville stores
Brandy Melville store employees across the US (specifically mentioned in New York City, Boston, and Austin)
The Brandy Melville company itself

What action is being taken

Brandy Melville stores are permanently closing and disassembling all fitting rooms/changing rooms across US locations
Store employees are removing fitting room infrastructure from their stores
Employees are scraping chewing gum off walls and curtains in the changing rooms

Why it matters

This matters because it eliminates customers' ability to try on clothing before purchase at a retailer that only offers one size per style, making it difficult for shoppers to determine fit and likely increasing return rates. The decision compounds existing criticisms about the brand's exclusionary sizing practices and allegations of promoting unhealthy body image standards among its young target demographic. The closure also highlights how viral social media trends can have real business consequences, potentially punishing all customers for the actions of some.

What's next

No explicit next steps stated in the article

Read full article from source: BBC