Brandy Melville seemed to emerge almost overnight (although it’s been in USA since 2012). The beloved teen brand went viral thanks to Instagram and swooped in to take center stage of American Eagle’s teen audience. So how did AE react to the competition? By creating Don’t Ask Why, a collection initially launched as the ‘Made in Italy’ collection in August 2013, and re-branded September ’14. Since it’s relaunch, it’s had many bloggers talking up a storm about how MUCH it looks exactly like Brandy Melville.
The motivation was to shift the collection to a brand to compete with Brandy Melville – and in doing so, they created some of the exact same styles, with the exact ‘one size’ sizing model, also made in Italy, and with similar pricing.
Left: Brandy Melville styles, Right: AE’s Don’t Ask Why styles
inspo from a Brandy past season:
We’ll leave it up to you to decide. Let us know your thoughts in the comments below!