© Lemon squeezer
Fast fashion has been in the government's crosshairs for a while. Shein, Temu and even Primark are giants of the cheap textile industry, with clothes that are consumed and thrown away (almost) immediately. The environmental and social consequences of fast fashion particularly worry MEPs. In this sense, the National Assembly adopted a text aimed at curbing fast fashion in France this Thursday, March 14, 2024.
If success is there for Shein, the Chinese e-commerce site symbolizes the excesses of fast fashion. Between catastrophic working conditions and a real ecological disaster, Shein and its fast fashion rivals are dragging a few pots and pans behind them…
The National Assembly unanimously adopted at first reading measures to better regulate fast fashion. As MP Anne-Cécile Violland points out, “the textile industry is the most polluting, it represents 10% of greenhouse gas emissions”.
Advertising ban and penalties galore
While inflation weighs on consumers' budgets, these kings of fast fashion have made an important place on the market thanks to unbeatable prices, even bordering on insolence. But with an average of 7,200 new clothing models offered every day by Shein, the ecological disaster is obvious. And must absolutely be curbed.
Among the measures proposed by this bill, we notethe ban on advertising for the sale of clothing at discounted prices as well as penalties to make them less attractive to consumers . The government thus wants to take into account the “environmental costs” of such overproduction. This penalty could reach up to 10 euros per product in 2030, with all even a ceiling of 50% of the price of clothing. The amount of this penalty must still be set by decree. It will be linked to a new clothing rating method, soon to be implemented, called “environmental labeling”. The idea is to redistribute these contributions to sustainable clothing producers to enable them to lower their prices.
Adopted at first reading, this bill still has a little way to go. Indeed, it must still be examined by the Senate in the coming weeks. If all goes well, France will become “the first country in the world to legislate to limit the excesses of ultra fast fashion”, explains Christophe Béchu, Minister of the Ecological Transition.
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