Shein’s biggest summer trend seems to have nothing to do with fashion, but instead, legal actions. They have been the subject of numerous infringement actions from various parties of late, but it seems their key nemesis at present is Temu (Temu is also a China-based online marketplace which was founded in 2022 and has grown exponentially). Both brands currently have legal action against the other in different jurisdictions.

Shein has grown rapidly and with that has garnered a reputation for ultra-fast fashion, which is usually synonymous with damage to environment and potentially poor working conditions. Despite this, Shein appears to be trying to revamp its image of late – offering a scholarship to the Fashion Institute of Design & Merchandising (FIDM) in Los Angeles, partnering up with established brands such as Forever 21 and touring the UK with a series of "pop-ups".

This begs the question, what damage are all of these legal actions having on Shein’s brand? Is Shein's hitting back beneficial, or a further faux pas?

It’ll be interesting to see how the various actions unfold, and whether Shein is able to withstand the sustained legal action.