Ultra-fast fashion rivals Shein and Temu are once again facing off in court, this time in London, where a High Court trial is placing the competitive practices of low-cost e-commerce platforms under scrutiny. At the center of the dispute are allegations from Shein that Temu engaged in copyright infringement “on an industrial scale,” allegedly using thousands of photographs created for Shein’s website to market similar or identical garments on its platform. According to court filings, Shein claims Temu sought to capitalize on the retailer’s investments in photography, supply-chain development, and supplier training.
Temu has denied the allegations, arguing that merchants using the platform had authorization to use the images in question. The company has also characterized the lawsuit as an attempt by Shein to stifle legitimate competition in the ultra-fast fashion market. In its counterclaim, Temu is seeking damages tied to the removal of thousands of product listings after Shein secured a court injunction.
The litigation offers a rare public look into the operational structures behind two major ultra-fast fashion companies, both of which built global customer bases through low-cost apparel and extensive supplier networks in China. The outcome of the case could carry implications for copyright enforcement in online retail and supplier relationships within the fast-fashion sector.
The UK proceedings are only one chapter in a broader international legal battle between the companies, which have also sued one another in the United States. In April, a federal judge in Washington, D.C. consolidated the parties’ dueling lawsuits into a single proceeding, narrowing some claims while allowing key allegations involving alleged Digital Millennium Copyright Act abuse, copyright infringement, unfair competition, and platform misconduct to move forward.
Meanwhile, both businesses are confronting mounting regulatory pressure abroad, including changes to customs and import rules in the U.S. and Europe that challenge the low-cost shipping models underpinning their rapid expansion.
THE BIGGER PICTURE: The multi-national battle between Shein and Temu highlights the increasingly aggressive legal and commercial tactics shaping the ultra-fast fashion sector as competition intensifies globally. What began as a battle over low prices and rapid production cycles has evolved into a wider fight over IP enforcement, supplier control, platform governance, and market access.
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