For years, we have received reports from our customers about products sold on Temu and other similar online platforms that are marketed using BYPIAS product images illegally and without our permission.

Copying and using our product and fashion images for commercial purposes without our permission is illegal and infringes our copyright.

A product marketed using our images without permission is not designed by BYPIAS or sold by us. It is a cheap imitation, most likely made using different materials, sizing and quality standards.

Unauthorised use of images misleads customers

For years, this phenomenon has unfortunately caused misconceptions about the origin of our products and misled some customers into believing that they were purchasing our product, only to receive something entirely different.

We have investigated individual cases through our customer service and witnessed customers’ disappointment when they believed they would receive our product but instead felt deceived. This is a widely recognised problem in the fashion and clothing industry.

When the same BYPIAS image appears both in our own channels and alongside a low-cost product on an international marketplace, someone who does not actively follow our product launches can easily draw the wrong conclusion about which product is genuine and which is a cheap imitation.

Cheap imitations appear on the market some time after the original product has been launched, for example during the following season.

Recent news coverage and articles using vague quotations and headlines referring to “Chinese catalogues” and “changing labels” have unfortunately added to this confusion, led to outright misconceptions and caused significant harm to our entire company.

Like other brands affected by this same phenomenon, we have no choice but to continue fighting it and communicating the issue to our customers, each in our own way.

This is why we want to explain concretely what this phenomenon is about.

The process runs from BYPIAS to the copycats – not the other way around

Our company has never ordered or received clothing or accessories from Temu or similar marketplaces. The process does not run from a low-cost online retailer’s catalogue to BYPIAS, but from the BYPIAS online store to those copying us.

Our own brands, BYPIAS and Bohemiana, are built on our own design and production process: designing and developing styles, selecting materials and details, and having the products manufactured in cooperation with the manufacturers we work with.

The finished BYPIAS product is photographed for our online store and other channels. The images are part of BYPIAS’s creative design and styling work.

These images are copied from the internet and later used without our permission to market entirely different products.

In addition to Temu, we also receive reports about many others – including websites impersonating our own online store. New sites seem to appear endlessly as previously reported scam sites are taken down.

It is important for us to make this distinction clear, as the unauthorised use of product images can, at worst, create a completely false impression of the original product’s background.

A copied image does not make a product a BYPIAS product

When you see a BYPIAS product image elsewhere, remember this: a copied image does not make the product a BYPIAS product. If you see one of our familiar images on Temu or another online platform, check who is actually selling the product. The same image does not mean the same product, material, manufacturer or origin. Pay particular attention to whether the other images, material information and details in the listing match the first product image.

If you come across BYPIAS images somewhere you suspect they are being used without our permission, you can always send us the link or a screenshot. We are extremely grateful for these reports.

Like all fashion houses, we are fighting against these illegal copycats. It is important to us that our customers are not misled, that our design work, production and business are not discredited, and that false claims are not spread about us.

Behind every image is the work of many people

Behind the image is an original product into which a considerable amount of design work has gone.

When we see one of our images used in a sales listing for another product, it is not simply a matter of a single image being copied from the internet. Behind that image is our original product and its entire creation process: design, material selection, product development, details, production and quality control. This is followed by planning the photoshoot, choosing the location, styling, working with models and the photography itself.

Every product in our collections and every image created of it is therefore the result of many stages and the work of many people. The finished image is only the final visible part of this process – the moment when the designed and manufactured product is presented to the customer.

The unauthorised copying of images for commercial use is a serious violation. This is not about sharing images or seeking inspiration, but about using the result of our work without our permission to market and sell an entirely different product.

The same image can give the customer an impression of a product that the seller does not actually offer. The image shows the materials, proportions, details and aesthetic of the product we designed – but the product sold alongside the image may be entirely different.

The summer collection photoshoot in Spain in autumn 2025. Our photoshoots bring together highly skilled professionals from three different countries.

Finally

Finally, we would like to emphasise that this article is not intended to criticise or dictate where anyone should buy their clothes. Everyone makes their own purchasing decisions based on their individual circumstances.

The purpose of this article is much simpler: we want to explain openly why BYPIAS product images may appear on Temu and other similar platforms, while also correcting misconceptions about the origin of our products that may have arisen from the unauthorised use of our images and the resulting articles.

When a BYPIAS image appears on Temu, it says nothing about the origin of a BYPIAS product. The product being sold is not a BYPIAS product but a cheap imitation. It means that our image is being used without our permission to market another product.

BYPIAS is the umbrella name for our fashion and lifestyle retail concept. We are a fashion house with our own brands—BYPIAS, BOHEMIANA and PERFECT JEANS—whose collections feature materials, colours, cuts and quality that we either design, customise or curate ourselves.

We also sell other brands from whom we select products that complement our own collections and suit our concept. BYPIAS is a complete lifestyle concept comprising our own products, complementary products and our skilled staff. We work in Finnish fashion retail to help our customers dress in comfortable, relaxed, high-quality and stylish outfits.