Shein Faces Backlash Over AI Designer Theft | TSR Investigates
Written by 96motero on February 6, 2026
Shein has come under fire for allegations from Black designers who believe the company used AI to copy their designs, images, and likenesses without their consent. Some believe the company has even taken their designs and altered them for their own profit.
What’s really going on, and how has the company been able to allegedly do so?
Now, The Shade Room’s Justin Carter is looking into the claims and sharing information every designer should know on ‘TSR Investigates.’
More On Shein’s Alleged AI Designer Theft
According to Carter, when fashion content creator Sabra Johnson saw a colorful puffer coat vest in a runway video, she wanted to have it immediately. Its designers, Bruce and Glen Proctor, ultimately sent Johnson the coat, and she took pictures dressed in it, showing it off.
Johnson went viral with the photos. Then, she soon noticed that her pictures were posted in Shein marketing campaigns — without her consent. Bruce and Glen then took their frustrations to the ‘net, airing Shein out for apparently stealing their design.
“They are stealing from small designers — usually Black and minority designers,” Johnson warned her followers online.
Here’s What Designers Should Know
Per Carter, Johnson’s assertion appears to be true. Online, designers have apparently been calling out Shein for years, accusing the company of copying their work. But that’s not all. Jade Da Gem, creator of Dulse Clothing, says she believes Shein scraped her promotional photos and altered the skin tone of her models. Furthermore, Johnson believes that Shein used AI to edit her photos into a marketing video.
Scroll above to watch as Carter shares the believed-to-have-been-altered content. Additionally, Carter breaks down previous legal action against the company for alleged infringement while also speaking to Jonathan D’Silva, an intellectual property attorney, about important information for designers to know.
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