Brandy Melville lays off TikTok star Allegra Pinkowitz from Soho retailer despite drawing throngs of tweens

Fast-fashion company Brandy Melville is taking warmth for shedding Allegra Pinkowitz — a teen TikTok star who’s identified for drawing teams of younger women to the model — from its flagship Soho retailer.

On Thursday, Pinkowitz, a high school senior, posted a TikTok to her 164,000 followers with the caption “just got fired!!” It has since racked up practically 7 million views.

“This was so unexpected, you guys don’t understand,” Pinkowitz, who labored at the decrease Broadway retailer for two-and-a-half years, said in a follow-up video. 

Allegra Pinkowitz posted a TikTok video asserting she was laid off. tiktok/@allegrasgrwm

The Brooklyn-based teen said she was about to take a bathe when she obtained a textual content from a male supervisor at the retailer asking her to offer him a call.

“When he calls, he’s basically like, ‘We didn’t make as much money as we were hoping to this summer so we’re laying off a bunch of people,’” Pinkowitz recounted. “He was like, ‘This has nothing to do with your work ethic. It’s just, we need to lay people off.’”

“I guess this just, like, stings more because I’ve always talked really positively about this brand online. This video isn’t to hate on the brand. Sorry, I’m so sad!” Pinkowitz added, bursting into tears. “I expected a little bit more loyalty.”

Social media customers have been fast to bash the model – noting that the Soho retailer frequently has strains of younger women wrapped round the block and that Pinkowitz, specifically, is thought for drawing middle- and high-school women to the retailer. 

In a New York Magazine profile on her last summer time, one co-worker estimated that 20 to 30 different teams of tween women strategy Pinkowitz during every weekend shift.

“Not enough money? girl you brought IN the money,” one consumer wrote.

Another wrote: “boycott brandy after this…allegra RUNSSSS nyc brandy.”

Social media customers griped that Brandy Melville’s Soho retailer often has a line of women round the block. Tamara Beckwith

Yet another complained: “i don’t get how SOHO brandy melville isn’t making enough money?? the lines take up the whole corner!!!”

The California-inspired retailer has weathered a number of storms over the past few years, including backlash over its “one size fits most” clothes – which is designed to suit women sizes further small, small and medium.

The company has repeatedly been accused of hiring only conventionally attractive, young, blonde workers. Pinkowitz, who’s blonde, told New York Mag that she only obtained a job at Brandy Melville after making use of “like 20 times.”

Pinkowitz posts clothes hauls and get-ready-with-me videos on her TikTok account. tiktok/@allegrasgrwm

Pinkowitz appeared in a 2024 HBO Max documentary, “Brandy Hellville & the Cult of Fast Fashion,” based on an investigative report from Business Insider. It featured interviews with employees who accused the company of discriminatory hiring and a poisonous office that promoted physique dysmorphia.

In 2025, Brandy Melville’s annual sales hit $283 million – up roughly 15% from the earlier 12 months.

Its shops are designed in muted beiges with bleached wooden and promote fundamentals, American-flag sweaters and sweatshirts that read “Nantucket.”

Brandy Melville didn’t instantly reply to The Post’s request for remark.

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