British fashion creators have accused Chinese retail giant Shein of using artificial intelligence to copy and steal their clothing designs, warning that the industry could be destroyed under proposed copyright exceptions by Sir Keir Starmer's government.
Independent designers say Shein uses AI to identify popular products on social media and flood the market with cheap copies. Deborah Breen, 45, founder of underwear brand Wilde Mode, instructed lawyers after Shein sold £4 knock-offs of her £60 set, complete with a logo based on her grandfather's signature. Shein paid £2,500 compensation and removed the products.
Fern Davey, 29, a Bournemouth-based designer, found Shein selling copies of her £78 lingerie sets for £4. 'It's so depressing to think that a computer can steal designs that someone has poured their heart and soul into,' she said. Accessories designer Gemma Keith, 31, has considered taking her products offline after Shein copied her £7 tote bag and sold it for £3.75.
Lucy Howarth, 41, from Manchester, whose 'love bum' set was duplicated identically by Shein, said: 'When Shein ripped off my set, it wasn't just similar, it was identical.' The fast-fashion site, which turned over £30 billion last year, uses an AI system that can get new lines into production in as little as three days, releasing up to 10,000 new items daily.
The UK creative industry has launched a 'Make It Fair' campaign to ensure creators are properly compensated. Designers fear that allowing Big Tech to ignore copyright law, as proposed by Starmer, could destroy their businesses.
