Introduction to the Controversy
Shein said it has pulled a listing from its popular shopping platform after Luigi Mangione’s likeness was used to model a shirt.
Mangione, 27, is accused of gunning down UnitedHealthcare CEO Brian Thompson in December 2024. He has pleaded not guilty to federal charges of murder, two counts of stalking and a firearms offense for allegedly using a silencer.
The Listing and Public Reaction
On Tuesday, a photo of someone who appeared to be Mangione modeling a $11.69 short-sleeve men’s white, button-down shirt picked up traction online, where people expressed confusion or outrage as they circulated a screenshot of the listing. The photo appeared to be fake or AI-generated, as Mangione is currently in federal prison awaiting trial. It’s unclear when the shirt was first made available for purchase online. But prior to the listing’s removal, three of the four sizes were already sold out, according to an archived version of the listing.
Shein’s Response and Investigation
A Shein spokesperson told NBC News that the image of Mangione was listed by a third-party vendor and was pulled offline immediately upon discovery. “We have stringent standards for all listings on our platform,” the spokesperson said. “We are conducting a thorough investigation, strengthening our monitoring processes, and will take appropriate action against the vendor in line with our policies.”
The Vendor and Use of AI-Generated Images
Manfinity, the menswear vendor who sold the shirt in question, did not immediately respond to a request for comment. Its website contains multiple images that appear to be AI-generated. Its support email bounces back, and the Detroit street address listed on its site doesn’t appear to exist. Attorneys for Mangione declined to comment. As increasingly sophisticated AI-generated photos populate the internet, brands have stirred controversy in recent years for using such images to advertise their products.
Broader Implications and Precedents
In July, Vogue faced backlash when its upcoming issue contained a Guess advertisement that featured an AI-generated model. Many celebrities — including Taylor Swift, Tom Hanks and Scarlett Johansson — have also had their likenesses used to peddle products without their knowledge or consent, typically through AI deepfakes that make it appear as if they were reviewing or backing the product themselves. Mangione was quickly condemned by institutional leaders after Thompson was fatally shot. But he also became something of a folk hero to those who found justification and vindication in his alleged act of violence.
Conclusion
The incident with Shein and the use of Luigi Mangione’s likeness highlights the growing issue of AI-generated images and deepfakes in advertising. As technology advances, it becomes increasingly important for companies to ensure that they are respecting the rights and likenesses of individuals, and that they are transparent about the use of AI-generated content. This incident also underscores the need for greater regulation and oversight in the digital advertising space to prevent the misuse of AI-generated images.
FAQs
- Q: What was the nature of the listing that Shein pulled?
A: The listing featured a shirt modeled by someone who appeared to be Luigi Mangione, who is accused of murdering UnitedHealthcare CEO Brian Thompson. - Q: Why was the listing removed?
A: The listing was removed because it used Mangione’s likeness without consent, and the image was likely AI-generated. - Q: What is Shein doing in response to the incident?
A: Shein is conducting a thorough investigation, strengthening its monitoring processes, and will take appropriate action against the vendor. - Q: Is this the first time AI-generated images have been used controversially in advertising?
A: No, there have been several instances of brands using AI-generated images or deepfakes in advertising, often without the consent of the individuals depicted. - Q: What are the broader implications of this incident?
A: The incident highlights the need for greater transparency and regulation in the use of AI-generated images in advertising, to protect the rights of individuals and prevent the spread of misinformation.
