What Was Luigi Mangione Doing in That SHEIN Listing?

SHEIN, one of the world’s largest fast fashion retailers, removed a men’s shirt listing after users noticed the model appeared to be Luigi Mangione, who is currently awaiting trial for the alleged murder of UnitedHealthcare CEO Brian Thompson in December 2024. The image, which was used to advertise an $11.69 floral button-down, was provided by an unnamed third-party vendor and was pulled “immediately upon discovery,” according to a SHEIN spokesperson .

This event quickly became a trending topic on social media and news outlets, raising questions about how Mangione’s likeness was used and whether artificial intelligence or human error was to blame. AI experts who analyzed the image pointed out oddities in skin texture and lighting, suggesting it was likely generated by AI, although a conclusive determination has not been made .

SHEIN’s official response emphasized that the image was supplied by a third-party vendor and that the company is “conducting a thorough investigation, strengthening our monitoring processes, and will take appropriate action against the vendor in line with our policies” .

The origins of the image remain unclear: SHEIN has yet to confirm whether the model was Mangione himself, a lookalike, or an AI-generated composite. Facial recognition analysis matched the image to a court photograph of Mangione with 99.9% certainty, further fueling speculation about the use of advanced technology in retail advertising .

For queer communities, the incident has highlighted urgent questions around identity, digital representation, and safety online. AI-generated imagery is increasingly used by brands to diversify their marketing without engaging real models, but this can backfire—especially if individuals’ likenesses are used without consent or in ways that may endanger marginalized people. Given Mangione’s notoriety and ongoing legal proceedings, the event has triggered concerns about the ethics of AI modeling, the potential for misrepresentation, and the risks of algorithmic bias in a global retail context.

In this case, Mangione’s image appeared to be an unintended consequence of lax controls on third-party content and AI processing. SHEIN’s rapid removal of the listing and public commitment to revising its protocols underscore how quickly digital missteps can become global news—especially when they intersect with high-profile criminal cases and communities vulnerable to misrepresentation.

Tech experts and community leaders have called for greater transparency in how AI-generated images are created and deployed. They urge platforms to establish rigorous consent and oversight mechanisms to prevent future incidents. The Mangione incident serves as a cautionary tale about the potential misuse of technology in the marketplace.

The controversy has put pressure on SHEIN and other major retailers to address the risks inherent in AI-driven marketing. SHEIN has announced a “thorough review” of its internal controls and promised to “strengthen monitoring processes” and hold vendors accountable .

Meanwhile, advocacy groups are urging e-commerce platforms to adopt best practices that protect the rights of all individuals, especially those from LGBTQ+ communities.