Shein faces backlash as likeness of accused murderer Luigi Mangione models shirt on site

Shein said it has pulled a listing from its popular shopping platform after alleged murderer 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.

On Tuesday, a photo of someone who appeared to be Mangione modelling a 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 But prior to the listing’s removal, three of the four sizes were already sold out, according to an archived version of the listing.

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.”

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. 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.

The polarising 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.

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 commercialised 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.