I think I've officially aged out of Brandy Melville.

@sim_hay

58.9K followers · usually 1.9K views a post

Views

13.5K

Likes

644

Comments

5

Shares

35

Selling · Ecom Product

St. George stgeorgeusa.com ↗

Why it worked

The video taps into a common sentiment of aging out of certain fashion brands and offers a potential alternative with a similar aesthetic but a more mature appeal. The comparison to a well-known brand like Brandy Melville and the focus on a "cooler, older sister" concept creates relatable intrigue.

Summary

The creator visits a St. George clothing store in Chicago, comparing it to Brandy Melville. They note St. George's more organized and refined style, while still maintaining great quality.

Structure

1Introduction and comparison to Brandy Melville
2Visiting the St. George store in Chicago
3Observing the store's minimalist signage
4Comparing the organization and style of St. George to Brandy Melville
5Concluding with appreciation for St. George's quality and style

Product placement

The video showcases the interior and exterior of a St. George clothing store, highlighting its merchandise and comparing it to Brandy Melville.

Original caption

apparently, Brandy Melville has a cooler, older sister🪻##brandymelville##stgeorge##clothingstore##shopping##fashion

More from @sim_hay

Their other posts in the index, biggest breakout first.

On-screen text

ST GEORGE CLOTHING LONDON LOS ANGELES CHICAGO STGEORGEUSA.COM

Transcript

I think I've officially aged out of Brandy Melville. So naturally I had to check out Brandy's cooler older sister, St. George, while I was in Chicago. Since this is also one of their very limited locations. Let's start with the fact that this store has no sign other than this piece of paper in the windows. I guess you could call it effortless? Main differences between St. George and Brandy was that St. George was more organized and less chaotic, more refined style wise, but still really great quality. I don't think I'm ready to call it quits on Brandy just yet, but I do think I'm going to love my St. George era.