The Rise And Fall Of The Changing Room: What Brands Dropping Them Means For High Street Fashion
- Brandy Melville has closed all fitting rooms across its retail locations in the United Kingdom, United States, and Canada, according to a June 19, 2026, report by The...
- The clothing brand, which primarily targets a teenage demographic, implemented the closures across three major geographic markets.
- Shoppers expressed frustration on social media following the closures.
Brandy Melville has closed all fitting rooms across its retail locations in the United Kingdom, United States, and Canada, according to a June 19, 2026, report by The Guardian. This decision has prompted customer backlash on TikTok, where shoppers questioned how they can verify garment fit without access to trial rooms.
The clothing brand, which primarily targets a teenage demographic, implemented the closures across three major geographic markets. The move removes the ability for customers to try on apparel before purchasing it in-store.
How are customers reacting to Brandy Melville’s fitting room closures?
Shoppers expressed frustration on social media following the closures. TikTok users posted videos and comments questioning the brand’s motivations and the practicality of the new store layout.
Why does Brandy hate [its] customers?The Guardian
Other users highlighted the difficulty of purchasing clothing without a way to check the fit.
How am I supposed to know if it’s cute on me???!The Guardian
Why is the lack of fitting rooms controversial for this brand?
The removal of changing rooms is particularly significant given Brandy Melville’s established business model. The brand is known for a one size fits most
sizing strategy, which limits the variety of sizes available for its garments.
Because the brand does not offer a traditional range of sizes, customers often rely on fitting rooms to determine if a garment fits their body type. The elimination of these spaces prevents customers from verifying fit before spending money on items that may not fit.
What is happening to changing rooms on the high street?
The Guardian reports that Brandy Melville is not the only retailer experimenting with the removal of trial spaces. Some other high street shops are considering similar moves as part of a shift in retail operations.
This trend suggests a move toward different consumer behaviors, such as:
The removal of these rooms changes the traditional high street shopping experience by shifting the risk of fit from the retailer to the consumer.