The Italian clothing company Brandy Melville is the next hot brand in teen retail.
The company, which sells a wide array of tiny crop tops, high-waisted bottoms, and slouchy sweaters, didn't exist in the US until five years ago.
It still has a small store presence in the country — just 18 stores total — but thanks to a robust e-commerce business, it's now ranked No. 1 among brands that teen girls in the US say they are starting to wear, according to Piper Jaffray's most recent survey on teen spending. The company wasn't even ranked among the top 10 up-and-coming brands in previous surveys.
Brandy Melville's recent rise has been helped by its popular Instagram account, which has more than two million followers and mainly features the same group of ultra-skinny, long-haired white girls posing in the brand's clothes.
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