A security guard working outside a luxury fashion store in London has become an unlikely social media hero after footage captured him standing his ground against a group of anti-fur campaigners attempting to enter the premises.

The incident unfolded on New Bond Street earlier this week when activists linked to the Coalition to Abolish the Fur Trade gathered outside a Fendi store as part of a demonstration against the use of animal fur in fashion.

Videos circulating online show protesters carrying placards and chanting through megaphones as they confronted staff outside the designer retailer. The footage quickly attracted attention online, with many viewers focusing on the actions of a security guard who repeatedly tried to prevent demonstrators from gaining access to the store.

During the protest, campaigners could be heard shouting:

"Blood, blood, blood on your hands,"

While attempting to push towards the entrance.

The footage appears to show the security guard and a colleague struggling to keep control of the doorway as protesters attempted to pull the door open and make their way inside. Despite being heavily outnumbered, the pair continued pushing back those trying to force entry.

According to reports, the security guard, who wants to remain anonymous, later reflected on the incident and downplayed his role in the confrontation. He said;

"I was just doing my job, those people were crazy and I kicked them out."

As the situation continued, additional security personnel arrived to assist. Video from the scene shows several men in high-visibility clothing entering the store before escorting a protester with green hair and fishnet clothing from the premises.

The demonstration continued outside, with activists chanting:

"Shame, shame, shame on you, shame on you for what you do."

After leaving Fendi, members of the group reportedly moved further along New Bond Street towards a Louis Vuitton store, where one protester was seen holding a sign reading "Louis Vuitton, blood on your hands" covered in fake blood.

The protest is the latest in a series of demonstrations targeting luxury fashion brands over their links to the fur trade. Similar scenes were witnessed outside the same Louis Vuitton store earlier this year when activists managed to enter the premises during another protest.

Security workers familiar with the area said such incidents have become increasingly common in recent years.

Two private security guards who patrol Oxford Circus on behalf of the local council said demonstrations have become a regular occurrence.

"There’s almost like a season," one explained.

"There’s a season when we’re really really busy and a season when we’re quiet. So it depends."

Meanwhile, organisers of the protest rejected suggestions that activists were responsible for any violence during the demonstration.

Suzie Stork, Executive Director of the Coalition to Abolish the Fur Trade, said:

"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."

While the protest itself divided opinion, much of the online discussion centred on the actions of the security guard, who many felt handled an extremely difficult situation professionally despite being heavily outnumbered. One person commented:

“This is what you call going over and above. They better look after him!!”

Another commented,

“They’re channelling their anger to the wrong people. I still remember when ‘woke’ meant the opposite of misinformed, then social media came and that power fell in the wrong hands.”

Another wrote:

“Give him a raise right now! Anyone saying he’s just doing his job do not know how difficult it can be on a day to day basis!”

As clips from the protest continue to circulate online, the debate surrounding the fur industry is unlikely to disappear anytime soon. But for many viewers, the lasting image from the demonstration was not the placards, chants or confrontation, it was a lone security guard refusing to back down while simply trying to do the job he was hired to do.