Brandy Melville model Scarlett Leithold is getting daughters to spend millions

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Model Scarlett Leithold was scouted at the age of just 14 at an airport
Has become well-known since modeling for fashion brand Brandy Melville
Obscure Italian company has gained a cult following in U.S in recent year
But critics have slammed the company's 'one size fits most' policy
Critics say the clothes body shame girls as most offering are very small
Her profile also rose after Justin Bieber posted her picture on Instagram

Published: 14:12 EST, 20 September 2015 | Updated: 06:25 EST, 21 September 2015

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Meet the stunning face of Brandy Melville who is convincing young girls to spend millions on the trendy brand’s clothing.

Scarlett Leithold, 18, is taking the retail industry by storm after being scouted at the age of just 14 at an airport.

The teenager signed with Wilhemina Models at 15, but has now moved on to Next Models.

Her profile has risen significantly since she began modelling for Brandy Melville, an Italian brand that has developed a cult following in the United States.

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Scarlett Leithold, 18, is the face of popular teenage fashion brand Brady Melville, which has developed a cult following in the U.S in recent years

She also garnered a lot of attention on social media last year when Justin Bieber posted a picture of her on his Instagram account – which attracted more than a million likes.

And despite only having a small number of stores across the country – 11 in California, six on the East Coast as well as one in Hawaii – a popular Instagram account and online sales have made Brandy Melville one of the most popular places to shop for teenage girls.

But it has also come under fire for its ‘one size fits most’ policy, as critics say the one size offered is only suitable for a small demographic of slender girls and not for the vast majority of Americans.

And the brand’s Instagram account is a testament to the type of girls who fit the Brandy Melville ‘size’ – featuring an abundance of tall and skinny girls in crop tops and denim shorts.

Leithold's profile rose significantly last year after Justin Bieber posted her picture on his Instagram account

Brandy Melville has come under fire for its 'one size fits most' policy, which critics say run very small

In an opinion piece for the University of Southern California’s student newspaper, Rini Sampath wrote that the company’s ethos ‘fuels body dysmorphia’.

She wrote: ‘The crop-tops and mini-skirts that litter the shelves of Brandy Melville would barely cover the average American.

‘This type of store environment – one that emphasises girls of other sizes are not welcome – is extremely damaging to female self-esteem.

‘Brandy Melville embarrasses girls of different sizes by insinuating that ‘most’ women are petite, when in fact, they are not.’

But Leithold, who actively engages with fans on social media, refused to comment on the limited size offerings, writing on Ask.fm: ‘I won’t give my opinion about this ‘cause I don’t wanna start drama.’

Leithold, who actively engages with fans on social media, refused to comment on Brandy Meville's size policy

Leithold has told fans that modeling is a suitable job for her as she fits the traits the industry requires

She also told fans: ‘The reason I model is because I have the traits (which no, doesn’t mean pretty) it means I’m tall and thin and have a face you can make different looks with makeup and a lot of hair to do stuff with.

‘Modeling is a good job for me because I fit those traits and that’s the easiest way to make money for me right now.’

But Leithold said that she considers it ‘a job, not a career’, adding: ‘I’m gonna have to find something else that I can do for the rest of my life when I can’t do this job anymore.’

She said the perks of modeling include traveling, meeting ‘cool’ people and having plenty of options for profile pictures, but added that cons include ‘constantly worrying about how you look’ as well as rejection.

The 18-year-old said the perks of modeling as traveling, meeting ‘cool’ people and having plenty of options for profile pictures, but cons include ‘constantly worrying about how you look’

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Scarlett Rose Leithold is quickly becoming a big name in fashion, even though she isn't some kind of celeb off-spring. However, she's got some celeb fans like Justin Bieber who just instagrammed her. She's also the face of Brandy Melville. But we spotted her out in a Nicole Miller beaded plunging v neck dress.

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Sadly, Scarlett's dress is already sold out, but head over to Nordstrom to check out more girly frocks from Nicole Miller. If you're hankering for something pink and glittering, check out our edit below. Pair with silver strappy Stuart Weitzman Nudists and you'll be sure to turn heads just like Scarlett!

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