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A London courtroom has become the latest battleground in the fast-fashion wars, as a British womenswear label accuses online retail giant Shein of lifting hundreds of copyrighted images for commercial gain.

In the Shein Photo Copyright lawsuit, Sorelle UK Brand Ltd. alleges that Shein unlawfully copied more than 500 promotional photographs and reused them across digital advertisements and product listings on its retail website, according to filings in the High Court of England and Wales.

Allegations of Widespread Image Copying

Sorelle has brought claims against Shein Distribution UK Ltd. and Infinite Towers Services Ltd., the company that operates Shein’s website. The retailer contends that Shein reproduced approximately 523 publicity photographs originally created to market Sorelle’s clothing.

According to the claim, dated Nov. 19 and recently made public, the images were either produced in-house by Sorelle or supplied by social media influencers who formally assigned copyright ownership to the brand.

Sorelle said it discovered in early 2025 that the photographs were appearing without authorization in listings for products sold on Shein’s website, including listings posted by third-party sellers using the platform.

Alleged Edits to Mask Copying

Some of the disputed images were allegedly modified — with changes to garments, models, or backgrounds — in what Sorelle claims was an effort to disguise their origins.

“It is inferred and alleged that such edits have been made in an attempt to conceal the fact that the photographs have been copied,” said Kendal Watkinson of Hogarth Chambers, representing Sorelle, in the court filing.

Watkinson added that the alterations do not defeat the infringement claim, arguing that “the minor edits made to the photographs are irrelevant” because each allegedly copied image reproduces a substantial part of the original work.

Paid Digital Advertising Also Challenged

Beyond product listings, Sorelle alleges that by around November 2025, Shein had also deployed some of the disputed images in paid digital advertising campaigns, including placements on Google, Instagram and Facebook.

The claim says the images were used to promote Shein products, further amplifying the alleged infringement across major online platforms.

Injunctions, Deletions and Damages Sought

Sorelle is asking the court to issue an injunction preventing Shein from further copyright infringement and requiring the company to ensure that third-party sellers on its platform do not use Sorelle’s protected images.

The brand is also seeking an order compelling Shein to permanently delete any copies of the photographs under its control or held by third-party sellers. In addition, Sorelle is pursuing monetary damages, plus interest.

Legal Teams and Responses

Sorelle declined to comment publicly on Monday. Shein did not respond to requests for comment before publication.

Sorelle UK Brand Ltd. is represented by Kendal Watkinson of Hogarth Chambers, instructed by Geoffrey Steward, Rebecca Newman and Sarah Stephens of Addleshaw Goddard LLP.
Shein Distribution UK Ltd. and Infinite Towers Services Ltd. are represented by Potter Clarkson LLP.

As the Shein Photo Copyright lawsuit moves forward, the case adds to mounting scrutiny over how global e-commerce platforms source — and sometimes replicate — the digital images that drive online fashion sales.