SHEIN has long been a controversial name in online fashion spaces. For many people, the brand is already unpopular due to its close association with fast fashion, mass production, and environmental harm. However, recent events have given critics yet another reason to side-eye the company. This time, the backlash centers on accusations of photo theft, whitewashing, and the erasure of a small Georgia brand owned by an Atlanta woman.
The situation began when SHEIN posted a meme on its Instagram account that quickly gained traction, collecting more than 40,000 likes. At first glance, the meme appeared harmless, and if not for what came next, it likely would have blended into the endless stream of social media content. Instead, it sparked outrage after it was revealed that the image had been taken directly from a Georgia brand called Dulse without permission.
Dulse is a small Georgia brand co-owned by an Atlanta woman who goes by the username JadeDaGem on X. The Atlanta woman quickly recognized the image as her own and publicly called out SHEIN for using it. According to her, the company did more than simply repost the photo. She stated that SHEIN edited out Dulse’s logo from the bags visible in the original image and altered the appearance of one of the models.
“SHEIN not only taking MY BRAND’s photo and editing MY logo off the bags, but also editing my friend WHITE?! do not [expletive] me off today bro,” the Atlanta woman wrote online. The claim of whitewashing particularly angered many viewers. One of the models in the original Dulse photo, a friend of the Atlanta woman, was allegedly altered to appear white in the meme. For many, this crossed a line beyond copyright infringement and entered a broader cultural and ethical issue. Several users commented that the image felt disturbing once the edits were pointed out.
Reaction online was swift. Support poured in for the Georgia brand, with users criticizing SHEIN’s lack of originality and respect for smaller creators. One person wrote, “This is horrible!!!” Others noted that the incident was unsurprising given SHEIN’s reputation. Another user commented, “SHEIN saw fire content and said ‘ours now.’ But real ones know originality wins every time. Huge respect to @JadeDaGem for building from the ground up, your brand is timeless.”
Some users encouraged the Atlanta woman to pursue legal action against SHEIN. One comment read, “Sue them. How can such a big name commit this kind of theft? Such a shame.” In response, the Atlanta woman jokingly replied, “Let me lawyer up.”
However, other users pointed out that the situation may be more complicated. According to some, SHEIN may not have been the first to repost the image, as it allegedly circulated earlier on another Instagram account called girlzzzclub. If true, this would make the situation a layered case of meme theft that began with photo theft and was worsened by editing and whitewashing.
