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This is the moment anti-fur activists sparked chaos in a Dior store in London before being thrown out by a team of no-nonsense security guards.
Stunned shoppers watched on as blue-and-pink-haired protesters holding megaphones and signs marched into the luxury store inside Selfridges.
The group were protesting Dior's use of fur and held placards that read 'Fur is murder' and 'Fur kills' as they charged through the Oxford Street store on Sunday.
Footage of the demonstration showed a crowd of shoppers stopping to watch the commotion as the activists disrupted the busy weekend trade.
A couple with a young child in a pram were seen covering their ears as one of the protesters passed them while shouting into a bright orange megaphone.
But the demonstration was cut short as a team of Selfridges security guards dressed in suits grabbed the activists and escorted them onto the pavement.
One of the protesters is heard telling a security guard he was 'going to lose his job' and 'this is illegal' as they were removed from the store.
'This is public property, you cannot push me,' they screamed from outside the store.
This is the moment anti-fur activists sparked chaos in a Dior store in London before being thrown out by a team of no-nonsense security guards (pictured)
A couple with a young child in a pram were seen covering their ears as one of the protesters passed them while screaming into an orange megaphone
The group were protesting Dior's use of fur and held placards and orange megaphones
One of the security guards attempted to wrestle a megaphone from one of the activists
'Shame on you for what you do. I bet the billionaires love you.'
One of the protesters who describes themselves as a 'trans, vegan, animal and human rights activist' shared the footage to Instagram.
'Three minutes of chaos inside Dior as part of our London Convergence. It wasn't planned, we were simply walking past, but Dior as part of the LVMH brand, is still choosing to promote and profit from the disgusting fur trade - and it takes us only a few minutes to ruin their day,' they captioned the video.
'Several assaults, pushing and kicking on public property, and attempts to steal from us. A huge crowd gathered to watch, a sea of people watched on after we were thrown out, and we'll do it all over again next time we're walking past.
'The protests continue till we get a fur free policy.'
The Daily Mail has contacted Selfridges and Dior for comment.
The activist has taken part in dozens of demonstrations across the city and regularly uploads footage of the protests to social media.
Protesters previously entered the lobby of investment firm Apax Partners over its link to the technology company Lutech, which provided services to Milan Fashion Week.
But the demonstration was cut short as Selfridges security guards escorted activists outside
The incident comes just weeks after another security guard was hailed a hero after he single-handedly stopped anti-fur protesters from entering a Fendi store in London
Back-up arrived in the form of men in high-vis vests, who came to the security guard's aid
Milan Fashion Week has become the backdrop of numerous campaigns by animal rights activists who demand the event adopt a fur-free policy.
The protest at Dior comes just weeks after a security guard was hailed a hero for derailing anti-fur protesters outside a Fendi store in London.
Protesters from Coalition to Abolish the Fur Trade (CAFT) tried to storm the designer store on New Bond Street earlier this week, but the man held them at bay, tussling with them as they attempted to pull open the door.
When the Daily Mail visited the store, the guard, who wished to remain anonymous, said: 'I was just doing my job, those people were crazy and I kicked them out.'
A viral video of the chaos shared on social media shows blue-and-green-haired protesters chanting 'blood, blood, blood on your hands' through megaphones as the security guard tries to keep them from entering the shop.
The guard, dressed in a smart suit, became locked in a tug of war with protesters, who were trying to pull open the glass door as they attempted to force their way in.
Against all the odds, he thwarted their attempts to enter.
Later, the video shows five men in high-vis arriving as back-up before unceremoniously dragging a green-haired protester in fishnets out of the shop.
One commenter took to X to say: 'Get a load of Man on Fire uncle was WORKING'
Protesters outside the Fendi shop used a megaphone to make sure their message was heard, and at the Louis Vuitton store they chanted 'Blood, blood, blood on your hands'
Two private security guards told the Daily Mail that they were at the shop and helped disband the protesters that day.
They patrol all of Oxford Circus and said demonstrations like this one 'happen all the time' and have got worse in recent years.
Suzie Stork, the executive director of CAFT protest group, told the Daily Mail that the protests only became violent after staff started manhandling activists.
She said in a statement: 'The only violence witnessed was that of Fendi staff toward activists. Entering stores with placards to deliver a peaceful message is a common practice and protesters leave when asked. It is not "storming".
'In this instance, the doors were held open because they feared for the safety of the protesters inside, as security staff were attempting to trap them indoors.
'We advocate for the abolition of fur and work with local groups running these campaigns. To date, our network has convinced 24 companies to divest from fur.
'If Fendi wants public sympathy, it should end the ruthless practice of skinning animals for luxury fashion. We currently have a campaign against Milan Fashion Week, which has so far refused to adopt a fur-free policy – unlike London and New York, which already have.
'Fendi sits on the board of Milan Fashion Week and is likely holding back progress, as it remains one of the few brands still heavily using fur.
'It will continue to be protested.'