Influencers Charlie and Dixie D'Amelio have been accused of 'cosplaying' as Walmart workers to promote their snack range

Influencers Charlie and Dixie D'Amelio have been accused of 'cosplaying' as Walmart workers to promote their snack range
  • The D'Amelio sisters featured in a series of videos which showed them posing in Walmart uniforms.

  • The uploads were part of a campaign to promote the D'Amelios' popcorn range.

  • The TikTokers were criticized for dressing up as retail workers and pretending to have regular job.

TikTok mega-stars Charli and Dixie D'Amelio have been criticized for roleplaying as retail workers in their latest promotional campaign, as many felt it was insensitive to people who really worked those jobs.

On October 29, Charli, who is the second-most followed creator on TikTok with over 151 million followers, posted a video promoting Be Happy Snacks, a popcorn range, with a caption that read they were available to buy in Walmart.

In the upload, Charli could be seen with her sister Dixie as they donned blue Walmart bibs and employee badges with their names on, and posed for a series of photos that showed them appearing to stock shelves and standing behind a cash register, as if they worked at the store.

The TikTok received 6 million views and over 5,900 comments, many of which criticized the high profile TikTokers for pretending to work a job that others had to do for real.

"I wish i had enough money to cosplay as a retail worker, so fun being in the working class," one viewer wrote in a popular comment.

Others wrote they were watching the video after they had completed long shifts at their own jobs, and appeared similarly unimpressed with the campaign.

In a TikTok account dedicated to BeHappySnacks, the D'Amelios could be seen in a further series of videos featuring similar images, including one with a caption that read they had taken over Walmart "for the day."

The backlash quickly made its way to X, formerly Twitter, after pop culture news account @PopCrave posted a video that showed Charli smiling as she appeared to scan bags of her popcorn brand at the register, which received 115 million views and 6,900 comments, many of which were also critical of the campaign.

"I feel like this makes a mockery of working class jobs but okay…." one viewer wrote in a popular comment.

"Yasss cosplaying the working class," a further user wrote, as others echoed similar criticism.

This isn't the first time a member of the D'Amelio family has been accused of being out of touch. Dixie recently faced backlash after the TikToker, who has over 56.8 million followers on the platform, said during an episode of "The D'Amelio Show," a Hulu reality show which follows the family, that she wanted to "marry rich" and didn't want to work anymore. The clip went viral and sparked criticism from viewers who felt it was insensitive towards those struggling financially, Insider previously reported.

Both Dixie and Charli were original members of The Hype House, a collective of TikTokers, and became mega-stars on the platform. The D'Amelio family has since reached celebrity status, and operates a multi-million dollar business enterprise, Insider previously reported.

Representatives for Charli and Dixie D'Amelio did not immediately respond to Insider's request for comment.

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