Fast-fashion retailer Brandy Melville is facing online criticism after laying off Allegra Pinkowitz, a high school senior and TikTok star known for attracting young shoppers to the brand's flagship Soho store. Pinkowitz, who has 164,000 followers on TikTok, announced her dismissal in a video that garnered nearly 7 million views.
Pinkowitz stated in a follow-up video that she had worked at the store for two-and-a-half years and was caught off guard by the layoff. She recounted that a manager informed her the decision was due to lower-than-expected summer revenue and that it was unrelated to her work ethic.
"I guess this just, like, stings more because I’ve always talked really positively about this brand online," Pinkowitz said, becoming emotional. "This video isn’t to hate on the brand. Sorry, I’m so sad! I expected a little bit more loyalty."
Social media users reacted strongly, with many pointing out that the Soho store frequently has lines of customers extending around the block. Commenters suggested that Pinkowitz, who was estimated to attract 20 to 30 groups of young girls each weekend, was a significant draw for the store.
"Not enough money? girl you brought IN the money," one user commented. Another stated, "boycott brandy after this…allegra RUNSSSS nyc brandy."
This incident adds to a history of controversy surrounding Brandy Melville. The company has previously faced backlash for its "one size fits most" policy, which generally caters to extra-small, small, and medium sizes. It has also been accused of hiring practices that favor conventionally attractive, young, blonde individuals. Pinkowitz, who is blonde, had previously shared that she applied to Brandy Melville approximately 20 times before being hired.
In 2024, a documentary titled "Brandy Hellville & the Cult of Fast Fashion" featured interviews with former employees who alleged discriminatory hiring and a toxic work environment that fostered body dysmorphia. Despite these controversies, Brandy Melville reported annual sales of $283 million in 2025, an increase of about 15% from the previous year.