Luigi Mangione, the alleged murderer of UnitedHealthcare CEO Brian Thompson, is sitting behind bars, but now it seems like he may have also modelled for fashion retailer Shein.

The Maryland man in his 20s was charged with stalking and murder of the billionaire executive and use of a silencer in a crime of violence in December 2024. Among the many conspiracy theories surrounding his name, Mangione again made headlines this week for supposedly pushing sales for the controversial fast fashion website. The Internet undoubtedly spun out of control seeing pictures of a smiling Luigi promoting Shein online.

Mangione, or possibly his likeness, or even an AI-generated snap of the accused killer, became the part of a fashion campaign for a button down shirt worth $11. TMZ was the first to spread the word, and at the time, the merch was almost sold out, with just one size available for sale.

Shein shirt sold out after Luigi Mangione appears to model for the brand?

However, at the time of writing, the link in question [https://m.shein.com/us/Men’s-New-Spring/Summer-Short-Sleeve-Blue-Ditsy-Floral-White-Shirt,-Pastoral-Style-Gentleman-Shirt-For-Everyday-Wear,-Family-Matching-Mommy-And-Me-(3-Pieces-Are-Sold-Separately)-p-59358613.html?cdn_rsite=cf&ref=www&rep=dir&ret=mus] was no longer available, presumably indicating that the product on display had already sold out.

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As of now, Shein hasn’t addressed the issue at hand, and it remains unclear if Luigi was photoshopped into the fast fashion campaign of AI was at play. Grok, on the other hand, responded to an X user, pointing to ‘signs of possible AI generation, like subtle inconsistencies in lighting and fabric details.”

Mangione still remains behind bars at the Metropolitan Detention Centre in Brooklyn as a prison-mate of disgraced rapper Sean ‘Diddy’ Combs, who awaits his sentencing in custody. Either way, there was no room for the accused CEO killer to jump trains and model for a fashion name in such a situation.

Not the first time Luigi Mangione was ‘used’ to sell shirts

Nonetheless, it didn’t stop netizens from questioning the potential ethical clash of Mangione’s supposed likeness being used to sell out Shein shirts. Despite the charges against Luigi, the Internet continues to gush about the man many deem physically attractive. Some used the same vision to support their argument that the person featured on the Shein website could never actually have been Mangione as he’s often been seen as someone considerably buffer than the one pictured therein.

Someone even reminded others that this wasn’t the first time the controversial fashion retailer had “used” Luigi’s image. Sharing a five-month-old tweet, the user added, “I wonder how much $$ they’ve made off of him? Really disgraceful. One of the many reasons I dislike AI.”

Internet clashes over alleged Luigi Mangione AI Shein campaign

Retired FBI agent Jennifer Coffindaffer slammed the “new low,” saying “Who would have ever thought that the image of a man who is on tape cowardly shooting someone in the back would be used to sell clothes.” She even went as far as claiming, “There should be a bullet hole in that shirt right here.”

“He should sue, win the case, and then bail himself out of jail,” read a comments gone viral under Pop Crave’s post about the unprecedented Shein development. “Using AI for this is so disrespectful,” added another person.

Someone else said, “We need AI laws asap.” Meanwhile, another person counting on the Luigi Mangione redemption arc commented, “First, he gets framed for murder, now this.”

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An X user quote-posted the tweet, saying, “The fact that your face can be used, without consent, to promote products that you’ve never even touched thanks to genAI… add in the fact that they’re using the image of an incarcerated individual who has already lost all autonomy. K*LL AI !!!!!!!” Yet another said, “I wish his face was never revealed because the man is literally facing the death penalty but everyone can only talk about his physical appearance. But its a double edged sword because I feel like he would we ignored if he wasn’t conventionally attractive as well.”

“He took drastic action to make a statement for the people,” someone chimed in. “He was then thrown to police custody by someone ratting him out, fetishized and meme-ified by the public, now his likeness is being exploited by companies, and he will be in prison for the rest of his life.”

In April, 26-year-old Luigi was indicted on four charges in connection with the NYC CEO’s killing. He eventually pleaded not guilty to federal stalking and murder charges in connection with the killing of CEO Brian Thompson. Mangione also faces state murder charges and other counts.

A final verdict in the case is still awaited, but if convicted, Mangione could be sentenced to death. As of now, a the next hearing date has been set for December 5, one year after the December 4 murder of the UnitedHealthcare billionaire. A trial date will be determined then.