Free People is the ‘Bohemian’ sub-brand for Urban Outfitters. It’s unclear what is meant by Bohemian in the context of mass produced and transshipped factory garments. The t-shirts are eighty bucks and lack the imperfections of homemade tie-dye. The dresses are crocheted by an army of tiny Cantonese girls spinning on a hamster wheel. Bethany reeking of reefer and working the macrame outside the Phish show is a distant fantasy.
Free People employs a shit ton of gorgeous mostly naked blonde women to model their shit with the intent of distracting the public from the disingenuousness of the brand. I can’t speak for everyone, but I’d say it’s working. Millennials want to purchase products with a story behind the brand. Even if the story is obviously concocted bullshit. Millennials are not the dumbest generation. Just normal dumb and completely unapologetic. It’s almost not fun taking their parents money from them.
Photo Credit: Free People