France’s National Assembly passed a bill on Thursday aimed at imposing penalties on ultra-fast fashion products, such as those sold by companies like Shein, to address their environmental impact.
Under the bill, penalties would gradually increase up to 10 euros ($11) per individual clothing item by 2030, along with a ban on advertising for such products.
The legislation received unanimous approval from all voting lawmakers and will now proceed to the senate for further consideration before potentially becoming law.
The rise of fashion retailers like Shein and Temu, known for their ultra-flexible supply chains and rapid order scaling based on demand, has disrupted the retail sector. Meanwhile, established players like Zara and H&M continue to rely heavily on predicting consumer preferences.
The bill highlights concerns about the environmental, social, and economic consequences of the apparel sector’s shift toward ephemeral fashion characterized by increased volumes and low prices, leading to constant consumer impulses for renewal.
In response to the proposed legislation, Shein defended its practices, stating that its clothes meet existing demand, resulting in low rates of unsold garments compared to traditional players who may have up to 40% waste. The company argued that the bill would only worsen the purchasing power of French consumers amid ongoing cost-of-living challenges.
French Environment Minister Christophe Béchu hailed the bill as a significant step forward in reducing the textile sector’s environmental footprint.
Additionally, the French environmental ministry announced plans to propose a European Union ban on exports of used clothes to address the growing issue of textile waste. Last year, France initiated a repair scheme encouraging people to mend old clothes and shoes rather than discard them, pledging substantial funding to the initiative. French consumers discard millions of tons of clothes annually, with a significant portion ending up in landfills, prompting government efforts to address textile waste.
