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 Its Removal
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 But prior to the listing’s removal, three of the four sizes were already sold out, according to an archived version of the listing.
Response from Shein
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 Mangione’s Representation
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.
Broader Implications and Controversy
As increasingly sophisticated AI-generated photos populate the internet, brands have stirred controversy in recent years for using such images to advertise their products. 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.
Public Reaction and Debate
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.
The polarizing killing incited a weekslong debate over corporate health care policies that have disillusioned many Americans.
After the Shein listing picked up viral attention online, some online expressed outrage around the idea that Mangione would be used as a selling point for the Chinese-owned fast fashion company.
Commercialization of Mangione’s Likeness
Mangione is particularly popular in China, where social media users have openly expressed adoration for him on apps like RedNote. But his popularity has also been commercialized on American platforms before.
In the days after the shooting last year, e-commerce sites like Amazon, Etsy and eBay cracked down on fan-made merch featuring his likeness.
Hayley Walker contributed.
Mangione faces four federal charges, for which prosecutors are seeking the death penalty.
Conclusion
The use of Luigi Mangione’s likeness by Shein to model a shirt has sparked controversy and outrage, highlighting the complex issues surrounding AI-generated images and the commercialization of individuals’ likenesses. As technology continues to advance and the line between reality and AI-generated content blurs, it is essential for companies to have stringent standards in place to prevent such incidents.
FAQs
- Q: What was the listing that Shein pulled from its platform?
A: A listing featuring a shirt modeled by someone who appeared to be Luigi Mangione, accused of gunning down UnitedHealthcare CEO Brian Thompson. - Q: Why was the image likely fake or AI-generated?
A: Because Mangione is currently in federal prison awaiting trial, making it impossible for him to model the shirt in real life. - Q: What action is Shein taking regarding the incident?
A: Shein is conducting a thorough investigation, strengthening its monitoring processes, and will take appropriate action against the vendor in line with its policies. - Q: How has the public reacted to the use of Mangione’s likeness for commercial purposes?
A: The public reaction has been mixed, with some expressing outrage and others seeing him as a folk hero, sparking a debate over corporate health care policies and the commercialization of individuals’ likenesses.
