Shein is once again at the centre of controversy after an image on its website appeared to show the face of Luigi Mangione, the 26-year-old accused of killing UnitedHealthcare CEO Brian Thompson in December 2024, modelling a men’s shirt priced under US$10.
The product photo, which featured a short-sleeved white and blue floral shirt, was quickly removed, but not before screenshots spread across social media.
Source: X
Observers questioned whether the image was authentic or artificially generated.
BBC Verify reported that Amazon Rekognition gave the face a 99.9% match with a courtroom image of Mangione, fuelling speculation that the image was either AI-created or digitally manipulated.
Generative-AI specialists pointed to multiple visual flaws as possible evidence of manipulation.
Henry Ajder, an expert in deepfake technologies, highlighted issues with skin texture, lighting, and finger segmentation, as well as an unusual artefact above the model’s forearm.
Researcher Henk van Ess suggested the most likely explanation was an AI composite in which Mangione’s face had been blended onto a synthetic model’s body, possibly using Midjourney.
The controversy has reignited debate over society’s fixation on violent figures whose appearance becomes as much a talking point as their crimes.
Mangione, who has pleaded not guilty to both state and federal murder charges, has already gained an unlikely following online, with some seeing him as a symbol of anger towards the healthcare industry.
Luigi Nicholas Mangione, born on 6 May 1998, in Towson, Maryland, is an Ivy League graduate and the accused killer of UnitedHealthcare CEO Brian Thompson.
On 4 December 2024, Mangione allegedly shot Thompson outside a hotel in Midtown Manhattan, leading to his arrest five days later in Altoona, Pennsylvania.
He was found in possession of a firearm, a silencer, fake identification, and a handwritten manifesto criticizing healthcare companies.
Mangione faces multiple charges, including first-degree murder, murder in furtherance of terrorism, and firearms violations.
Federal prosecutors are seeking the death penalty in his case.
Shein confirmed to multiple outlets that the image came from a third-party vendor and was pulled immediately.
The company told Newsweek,
“The image in question was provided by a third party vendor and was removed immediately upon discovery.”
A spokesperson also added that Shein was conducting a review of its processes and would “take appropriate action against the vendor in line with our policies.”
Despite its swift removal, reports suggested the shirt had already sold out before the controversy was noticed.
Social media users criticised Shein for failing to spot the resemblance sooner, while others noted that the company has repeatedly been accused of ethical lapses in its operations.
The scandal comes at a delicate time for Shein, which has been seeking a public listing to boost its credibility with Western investors.
Initial attempts to list in New York stalled amid scrutiny over its supply chain practices, while talks for a London Stock Exchange listing also faltered due to disagreements between UK and Chinese regulators over disclosures linked to Xinjiang.
Now, the company is exploring a potential Hong Kong IPO, with Bloomberg reporting that Shein may even move its base back to mainland China to secure Beijing’s approval.
The fast-fashion retailer, valued at US$6.6 billion and headquartered in Singapore, faces mounting questions about its business practices while also trying to convince investors it can operate responsibly on the global stage.
What happened to Shein this week is more than a corporate embarrassment—it’s a glimpse into how far unchecked AI is reshaping the marketplace.
When a murder suspect’s face can end up modelling budget shirts online, the line between automation and accountability blurs dangerously.
Coinlive believes this is a wake-up call not just for Shein, but for every brand relying on generative tools without proper oversight.
AI may speed up commerce, but when it starts recycling the faces of men on FBI watchlists, it reveals just how flawed the system truly is.
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