Brandy Melville has let go of the TikTok-famous teen whose shifts at its SoHo flagship turned routine clothes shopping into a minor downtown spectacle. Allegra Pinkowitz had become such a draw that young shoppers reportedly visited the store hoping to meet her, not just browse its racks.
According to the New York Post, Brandy Melville laid off Pinkowitz and several other employees after managers said summer revenue had not met expectations. A store manager reportedly told Pinkowitz that the decision was unrelated to her work ethic, while Brandy Melville did not respond to the Post’s request for comment.
The decision is an especially odd twist for Pinkowitz, who worked at the Lower Broadway location for about two-and-a-half years after applying for a job at the brand roughly 20 times. A New York Magazine profile published last year described groups of middle-school and high-school girls stopping by during her weekend shifts for photos and introductions.
SoHo’s Viral Retail Attraction
Pinkowitz, now a high-school senior, has about 164,000 TikTok followers and became an accidental in-store celebrity while refolding sweatpants and rehanging tops. One co-worker estimated that 20 to 30 groups of tween girls approached her during a typical weekend shift, turning the store’s employee roster into part of its customer experience.
That kind of attention fits Brandy Melville’s tightly controlled image, which is built around a narrow, highly recognizable style and one-size-fits-most clothing. The brand’s online store continues to market its familiar mix of cropped tops, skirts, sweatpants and accessories, while the company has faced years of criticism over its sizing and workplace culture.
The tensions surrounding that image were examined in HBO’s 2024 documentary Brandy Hellville & the Cult of Fast Fashion, which featured former workers discussing allegations of discriminatory hiring and a toxic workplace. The documentary was released by HBO as an examination of the brand’s business practices and the wider fast-fashion system.
Still, the reported layoff does not suggest Brandy Melville is struggling across the board: The New York Post reported that the privately held company recorded about $283 million in sales in 2025, a roughly 15% increase from the prior year. For Pinkowitz, though, the lesson from SoHo is less glamorous: Even when a worker helps make a store feel like an event, summer sales targets still get the final say.
