It’s laughable, but it’s happening: Shein and Temu are suing each other over copyright infringement.

It’s laughable, but it’s happening: Shein and Temu are suing each other over copyright infringement, while both of these ultra-fast fashion giants continue to rip off independent brands around the world.

It's a legal first for fast fashion, but Shein and Temu are gearing up for a UK trial in 2026 at London’s High Court, facing allegations from each other over copyright infringement and anti-competitive practices.

Shein, a Chinese-founded ultra-fast fashion platform known for its super-cheap apparel, has accused Temu of copyright infringement, while Temu is countersuing, alleging that Shein has violated British competition laws by enforcing exclusive agreements with suppliers.

It's an ongoing battle of egos between two of the world's largest companies vying for the biggest piece of the fast fashion pie. But the problem isn’t who will win. The problem is that it's hypocritical.?

Every day, I see a new post on social media from a small, independent brand pouring their heart out about Shein or Temu ripping off their original work and reselling it for a fraction of the cost.?

Australian artists and designers Kelsie Cosmic, Unlucky Apparel, Tribe Tropical, Moon Chain, Baiia and most recently Hello Little Friday have all been ripped off by Shein or Temu, but to sue for it? No independent brand has the resources, time, or money to pursue a legal battle with a company like Shein or Temu—who would win regardless—so nothing changes and another brand will be ripped off next week.

I've seen dozens of posts from ethical and sustainable brands begging their followers to like and share the news when it happens, in a desperate attempt to draw customers away from Shein and Temu and back to independents. But is the begging working?

Shein is set to make more than $1 billion in revenue from Australian shoppers this year, and Temu is now the most downloaded free app on Apple’s Australian App Store (AFR). And while I’m a glass-half-full kinda gal, these numbers aren’t promising.

So, where does that leave us as consumers?

Every time we choose to buy from Shein or Temu, we’re casting a vote that keeps these giants in power while independent brands lose out. Our shopping choices matter—and we have the power to support designers who prioritise originality, quality, and fair practices.

Next time you’re tempted by a quick, cheap purchase, consider exploring small brands that pour?themselves into every piece.

If you want to support independent creators, start by sharing this post, spreading awareness, or simply opting for ethical alternatives. Together, we can create a shift toward a fairer fashion industry.

If you're running a slow fashion business,?this news can be turned into a growth strategy.?The most powerful thing you can do is to build a strong 'brand'—a visually recognisable point of difference that customers look for so that if this happens to you, you have a community of advocates behind you.

Claire.