France is taking steps to regulate fast-fashion companies with a new law in the works. While the measure has received widespread support from experts and activists, there are differing opinions on the government's approach. Recently, the fast-fashion bill passed unanimously in the lower house of Parliament, showcasing a rare consensus in the National Assembly.
However, not everyone is fully on board with the government's strategy. The proposed rules will impact companies that produce a certain minimum number of products per day, a specific threshold yet to be determined. The legislation targets fast-fashion giants like Shein and Temu, both based in China.
Under the new regulations, these companies will be required to display clear messages on their websites detailing the environmental impact of their products and encouraging recycling. Failure to comply could result in fines of up to €15,000 ($16,160). Additionally, a new eco-point system will evaluate fashion companies, with those performing poorly facing levies starting at €5 per item, escalating to €10 per item by 2030.
Furthermore, the government plans to prohibit advertising for fast-fashion companies and their products starting in 2025, with penalties reaching up to €100,000 for violations. While the bill still requires approval from France's Senate, it could become effective in the coming months.
Notable measures in the legislation include banning advertising for the cheapest textiles and implementing an environmental charge on low-cost items.
The French clothing market has been inundated with inexpensive imported garments, leading to the bankruptcy of several domestic brands.
However, according to Horizons—the party allied with President Emmanuel Macron—the primary motivation behind the legislation is environmental concerns.
Deputy Anne-Cecile Violland of Horizons emphasised the textile industry's significant contribution to pollution, citing its 10% share of greenhouse gas emissions and water pollution.
The law will consider factors such as production volumes and turnover speed of new collections in defining fast fashion in France.
While high-end fashion remains a vital part of the French economy, the lower-end segment has faced stiff competition from European rivals like Zara and H&M and emerging players like Shein and Temu from China.
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