British fashion is threatened by artificial intelligence that can identify popular products and the market can flood with cheap specimens, have warned designers.
Furious independent makers have accused the Chinese retail giant Shein of using technology to 'systematically steal' their greatest creations of social media.
And they say that their industry can be destroyed if Big Tech may ignore copyright legislation, as Sir Keir Starmer has proposed.
The British creative industry, including the Daily Mail, has launched a Make It Fair campaign that wants to ensure that makers are properly compensated.
Deborah Breen, 45, who wanted to set up Underwear Brand in 2018, instructed lawyers after shein £ 4 knocks-offs of a set of £ 60 started selling that she designed with a logo based on the signature of her grandfather.
“I was crushed and took it very personally,” she said. 'But since I posted online about my experience, I have heard of dozens of other designers whose work has been stolen.
'The only way that shein could make copies that could be on that scale quickly and on that scale is with the help of AI.
'How can little boys like me compete with it? It already puts us bankrupt. '
The designs of fashion designer Fern Davey are always scammed by company companies. She is depicted with a copied designs of her designs
The design of £ 78 was copied by Shein who sold their own version (photo) for just £ 4
Accessories Designer Gemma Keith (photo), 31, has considered taking her products offline and selling at traditional street markets
Shein agreed to remove the copied products and paid in Dundee -based MS Breen £ 2,500 compensation.
The Fast-Fashion site, which was transferred £ 30 billion last year, is known for its designer 'Dupes' clothing at rock bottom prices that show a creepy resemblance with expensive brand items.
Popular social media accounts are devoted to spotting Shein Dupes from different brands, including Zara and Oh Polly.
Shein, founded in 2008, uses an AI system designed by the based tech giant NTX Global in Shanghai that 'streamlines the clothing process from start to finish'.
It is said that it lets the company get new lines in production in just three days. The store publishes a maximum of 10,000 new items every day.
NTX Managing Partner Charles Duan announced her collaboration with Shein last year, said: 'Ai and fashion are logical partners.
“We are very happy to contribute our AI expertise to major brands and emerging fashion companies that want to follow trends and sell products on the SHEIN platform.”
It is far away from the Fern Davey workshop, 29, a women's clothing designer based in Bournemouth who makes all her pieces by hand.
Shown: one of the most popular items from Mrs. Keith, a £ 7 bag bag printed with an original cat design
The design for the carrying bag has been copied by Shein and sold for £ 3.75
Deborah Breen (photo), 45, who wanted to set up underwear fire in 2018, instructed lawyers after shein £ 4 knocks-offs of a set of £ 60 she designed that she designed
She had to confront Shein when she realized that the copies of her £ 78 lingerie sets sold for just £ 4.
“It is so depressing to think that a computer can steal designs in which someone has dumped their heart and soul.”
In the meantime, accessories designer Gemma Keith, 31, has considered taking her products offline and selling at traditional street markets.
One of her most popular items, a £ 7 carrier bag printed with an original cat design, was copied by the site and sold for £ 3.75.
“Independent designers like me are already in a fight to survive,” she said.
“It's the end of Big Tech to take everything for free.”
And the manchester-based designer Lucy Howarth, 41, whose 'Love Bum' Shorts-and-Top Set was duplicated by Shein, blocked: 'Natural, human designers, inspiring others. But when Shein tore my set, it was not only similar, it was identical. '
Mother of two Bex Coster, 40, from Milton Keynes, Steve created the positive potato, a crocheted spud who held a positive message.
Breen's £ 60 set is depicted here that is modeled by a blonde woman
She posted this on Instagram after she realized that Shein had started selling £ 4 knock-offs of her set complete with a logo based on the signature of her grandfather
The £ 12 product was a viral success – but Shein quickly made a version for £ 1.75.
“It felt like such a violation,” she said. 'It doesn't matter if you have poured your heart and soul into something. '
Last night, Shein said that it would remove items from the sale if they break through someone's copyright and actively tried to reduce the number of Dupes for sale.
A spokesperson said: “It is not our intention to infringe a person's valid intellectual property, and it is not our business model to do this.”
In the meantime, Shein has been talking for months to list on the ailing fair of London, but former Tory leader Iain Duncan Smith told the mail that city bosses should reject the company 'if they have an IOTA or morals'.
