Italian teen clothing label, Brandy Melville, has come under fire for its "one-size-fits-most" policy.
To make matters worse, it also appears to have one target audience: young, blonde, long-legged, white girls.
The vibe is laid back, glossy, Californian-cool and you only have to check out the brand's Instagram page to see why body image activists are concerned about the brand message here.
With 18 stores in the US (the majority in California and New York), the brand has become hugely popular with teenage girls looking for their latest fashion fix - crop tops, high-waisted hotpants, mini skirts and way-above-the-knee dresses.
So, is the issue that the sizing is too exclusive (Brandy Melville reportedly only stock small or one-size)? Or has the backlash started because the brand is being shortsighted and selective about its representation of teen girls?
It's not just the price tags that are out of reach for girls buying into this brand, it's the sizing. Brandy Melville's one-size skinny jeans require a 25-inch waist which sits at a size 0 or 2.
In an interview with USA Today earlier this year, Jessy Longo, a representative from Brandy Melville, discussed the one-size offering.
"We can satisfy almost everybody, but not everybody," she said. The one-size-fits-most clothing might turn off somebody if they don't walk into the store, but if you walk in you'll find something even if it's a bag."
Wait, what? Those young heavily-influenced-by-their-friends girls who don't fit the one-size-fits-most label can just settle for some kind of accessory? Nice.
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