Nelly Takes Legal Action Against Shein for Image Theft
Nelly initiates legal proceedings against Shein over image theft allegations, highlighting industry challenges.
- • Nelly is suing Shein for alleged image theft from its website.
- • Negotiations in the Patent and Market Court are set to begin next week.
- • CEO Helena Karlinder-Östlundh expresses hope for a guilty verdict.
- • The case underscores tensions between established brands and fast-fashion retailers.
Key details
Nelly, a prominent Swedish fashion company, is engaged in a legal battle against the Chinese e-commerce giant Shein, accusing it of unlawfully appropriating images from Nelly's website. This lawsuit is a culmination of a year-long process and negotiations are now set to begin in the Patent and Market Court in Stockholm on Tuesday, September 2, 2025.
Helena Karlinder-Östlundh, CEO of Nelly, described the situation as critical for both her company and the broader fashion industry. "The outcome of this case will send a significant message to the market regarding originality and brand protection," she remarked, emphasizing her hope for a guilty verdict that would highlight the importance of copyright in the fast-fashion space.
The case has drawn attention to ongoing tensions between established fashion brands and fast-fashion retailers, with many companies facing similar accusations of intellectual property theft. The legal action reflects deep-seated challenges about sustaining brand identity and protecting digital content in an industry frequently criticized for its rapid turnarounds and lack of originality.