Bohemea sold hand-embroidered knitwear — the photos were AI, the sweaters were polyester

Bohemea, an online clothing store operating through its website and Instagram, advertised women's knitwear with promotional photos showing high-quality, hand-embroidered national garments. The images were embellished or generated with artificial intelligence. What arrived was low-quality polyester with simple printed graphics imitating embroidery — often carrying Chinese labels, consistent with dropshipped product.

After about thirty complaints, SERNAC documented the rest of the pattern: negative comments deleted, dissatisfied customers blocked, orders undelivered and refunds unpaid, and finally the website itself taken offline. On 1 September 2025 SERNAC denounced Bohemea to the Public Ministry for eventual misleading advertising and the possible crime of fraud — consumer law reaches the ads, but only criminal prosecutors reach the scheme.

The case is the 'what I ordered versus what arrived' meme turned into enforcement: AI imagery can now manufacture a product that does not exist, so the consumer code's old question — does the ad describe the product — acquires a new answer: the image is the claim.