Anti-fur protestors stormed a Fendi store in London but were beaten back by a security guard, who social media users are now calling for to get a pay rise.

Footage of the raid that turned violent on the designer shop in New Bond Street has circulated online, with commenters rallying behind the guard's frantic defence.

While the blue and green-haired protestors chanted 'Blood, blood, blood on your hands' through megaphones into the ears of the security guard and his colleague, he made sure they did not get into the shop - pushing them out of the glass door as they tried to force their way in.

At one point, the guard and his colleague tussle with protestors - from anti-fur campaign group Coalition to Abolish the Fur Trade (CAFT) - who attempt to pull the door open.

They manage to get it closed after a tense back and forth tug of war battle.

It ends with the security guard pushing a megaphone back into the face of a protesting woman laying siege to the designer store.

Backup eventually appears in the form of five men in high vis who unceremoniously drag a green-haired woman in fishnets out of the shop and dump her on the pavement.

The chanting continues afterwards nonetheless: 'Shame, shame, shame on you, shame on you for what you do.'

The mob appears to have also demonstrated outside the Louis Vuitton shop 150 metres down the road, as the same green-haired protestor is sprawled before security guards at the entrance to the exclusive store.

Another protestor stands with a placard reading 'Louis Vuitton, blood on your hands', in fake blood.

Commenters on social media rallied behind the security guard who held the line at Fendi.

One wrote: 'Get a load of Man on Fire uncle was WORKING'.

Adding: 'It’s nice to see a security guard actually securing'.

Others seemed to pick fun at him for trying to keep the protestors out of the shop so hard and remarking how stressed he looked.

But one came to the guard's defence and said: 'This poor man is probably on minimum wage and a zero-hour contract and you’re all rinsing him.'

A few compared his energetic and robust defence to lacklustre work by the police who have been regularly criticised for their poor defence of high street shops in cases of shoplifting.

One said: 'Security guard doing more than the police would'.

While another joked: 'Make the security guard the Chief of the Met'.

While many took the side of the security guard, an equal number took aim at the anti-fur protestors and slammed their demonstration.

One sneered: 'I don't think they actually care what the cause is, just as long as it's vaguely a lefty thing and they enjoy feeling like an "edgey" protester.'

Another said: 'Not very bright, are they. You don't stop a production line by attacking the sellers of the end product.

'You gotta go to the source, the factories and warehouses where the animals are being bred and slaughtered for their furs. Shut down production and free the furries'.

Anti-fur activists stormed the same Louis Vuitton store in April this year in similar scenes, but on this occasion, videos on social media showed security was overwhelmed by a larger group who managed to get into the high-end shop.

The Daily Mail has contacted CAFT, Fendi and Louis Vuitton for a comment.