“Messed Up”: Shein’s viral campaign using Luigi Mangione’s face sparks ethics backlash

A screenshot from fast-fashion website Shein has gone viral for allegedly featuring Luigi Mangione as a model for a spring/summer shirt. Luigi Mangione gained national attention after he was charged with the fatal shooting of UnitedHealthcare CEO Brian Thompson in New York City in 2024.

While it's uncertain whether the image of Luigi is photoshopped or generated by AI, Mangione is currently in federal custody at the Metropolitan Detention Center in Brooklyn, awaiting trial. According to news reports, Mangione has been incarcerated since December 2024.

After PopCrave took to X to share an image from the e-commerce platform's website, users took to the comment section to question how Mangione was able to pull off the modeling gig from jail, and accused Shein of using AI and photoshop.

A user (@JayG80934989674) allegedly bashed the incident and said,

"Messed up"

Another user (@fantasizemafia) wondered how Mangione could agree to model while being locked up,

"this feels illegal because there’s no way he could agree to this from jail…"

Another user (@Kiejey1) insinuated that the fast-fashion platform uses models' images without their consent,

"Shein really out here casting models without asking them first 💀 that site is a multiverse of random faces"

Another user (@tallnbitter) argued that AI needs to be banned,

"Ai needs to actually be banned and I’m not kidding"

While another user (@ThePhishMonger) questioned if Mangione has received or will receive the appropriate compensation from the platform for using his image,

"I hope Luigi receives proper compensation for @SHEIN_Official's use of his likeness"

Shein’s viral Luigi Mangione campaign sparks ethics backlash

The worldwide e-commerce platform has a history of being accused of using AI to plagiarize designs from fashion designers and brands.

British designer and founder of underwear brand Wilde Mode, Deborah Breen, accused the e-commerce giant of stealing her designs after the brand started selling £4 knock-offs of a £60 set she designed. While speaking to the Daily Mail in a March 2025 article, Deborah said,

"I was crushed and took it very personally. But since posting about my experience online, I've heard from dozens of other designers whose work was stolen. The only way Shein could be making copies that quickly, and at that scale, is with the help of AI."

The fast-fashion giant ultimately agreed to remove the copied products and paid Breen $2,500 in compensation.

The e-commerce platform was founded in 2008 and reportedly uses an AI system designed by Shanghai-based tech giant NTX Global.

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