France targets ultra-fast fashion brands with new legislation

France has taken action against ultra-fast fashion companies like Shein and Temu by introducing new legislation. The French parliament unanimously approved a bill on Thursday aimed at banning advertising and imposing penalties on low-cost imports. The bill will now proceed to a final vote in the Senate, although the date is yet to be decided.

Starting in 2025, a fee of at least 5 euros per item will be introduced, gradually increasing to 10 euros by 2030, with a maximum charge of up to 50 percent of the item’s price. The collected fees will be allocated to a fund for public awareness campaigns, promoting garment and shoe repair programs, and supporting sustainable clothing brands.

Additionally, the bill suggests banning fast-fashion advertising, potentially affecting influencers’ popular “hauls” of their purchases. The legislation primarily targets companies like Shein, known for its high volume and speed of production, offering thousands of new styles daily.

Shein argued that the law would negatively impact consumer purchasing power and suggested that legislation should apply to all fashion brands, not just specific ones. The company emphasized that assessing environmental impact should consider unsold items rather than production volumes. Interestingly, the proposed law excludes physical store brands like Zara and H&M, focusing primarily on internet-based fashion players.