Within the literature, shame is generally described as a self-conscious emotion, meaning that shame is about the self that feels that emotion. But how can this account accommodate cases in which I feel ashamed of someone else? This paper pursues two goals. The first is to vindicate the phenomenological credentials of what might be called ‘hetero-induced shame’ and to resist possible attempts to reduce its specificity. The second goal is to show how the standard account of shame as self-directed can be made hospitable to cases of hetero-induced shame. We argue that a promising way to do this is by supplementing the standard account by a theory of group identification.