Shein has launched a copyright infringement claim against competitor Temu as proceedings began at London’s High Court on Monday. At the center of Shein’s case is an allegation that Temu used thousands of Shein photographs to promote apparel copies of Shein’s own-brand products on the Temu online marketplace.
According to Shein, the purported use of its images was intended to let Temu benefit from the market recognition and positioning that Shein has built. Shein’s counsel, Benet Brandreth, told the court that the behaviour alleged by his client amounted to an effort to secure an unfair commercial edge against an incumbent market participant.
Temu has rejected the allegations. A Temu spokesperson highlighted that in April the High Court decided in Temu’s favour on 15 of the 20 sample product listings that had been slated for consideration at trial, after Shein removed that portion of its claim. The spokesperson also framed the dispute as one in which Shein is deploying litigation as a means to restrain competition.
The dispute now before the court is part of a wider legal confrontation between the two rapidly expanding fast-fashion platforms. The case raises contested claims over copyright and the use of imagery in online product listings, and both sides have set out contrasting narratives about the purpose and effects of the alleged conduct.
Neither side has been reported as seeking to expand the factual record beyond the allegations and responses already presented to the court. The trial itself will hear the remaining contested issues after the portions already set aside in April.
Summary of proceedings:
- Shein alleges Temu used thousands of Shein photographs to promote copies of Shein-branded clothing on Temu’s website.
- Shein’s lawyer Benet Brandreth described the alleged actions as an attempt to obtain an unfair advantage against an existing market operator.
- Temu denies the accusations and noted a prior April High Court ruling in its favour on 15 of 20 sample listings after Shein dropped those claims; Temu also contends that Shein is using litigation to curb competition.
This reporting is limited to the claims, denials and the procedural point noted about the April ruling; it does not introduce any additional factual assertions beyond what the parties and the court filings have stated.