Brandy Melville has laid off Allegra Pinkowitz, a popular TikTok creator and part-time employee at its SoHo flagship, after nearly two and a half years with the retailer. Her dismissal drew attention because her online following had made her a recognisable figure in the shop, illustrating how retail job cuts can affect creators whose work and personal brand overlap.

Pinkowitz, a high school junior with more than 162,000 TikTok followers, said a manager told her sales had fallen short of expectations over the summer and that several staff were being laid off. She said the company indicated the decision was unrelated to her performance and might offer work again in the autumn; her presence had reportedly attracted groups of more than 20 fans at a time. The lay-off also renews attention on Brandy Melville, which has faced criticism over its sizing, hiring practices and workplace culture.