Nelly Takes Legal Action Against Shein for Image Theft

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.