The French Parliament recently passed a set of measures aimed at curbing the proliferation of low-cost fast fashion, particularly from Chinese mass producers, in the country's market. This move has positioned France as the first country globally to enact legislation targeting the excesses of ultra-fast fashion, according to Christophe Bechu, the minister for ecological transition.
Key provisions of the legislation include a ban on advertising for the cheapest textiles and the imposition of an environmental charge on low-cost items. The influx of cheap imported clothes has adversely affected the French clothing market, leading to the bankruptcy of several domestic brands.
The primary focus of the legislation is on environmental concerns, with the textile industry being identified as one of the most polluting sectors. French lawmakers pointed out the environmental impact of intensive fashion production, particularly highlighting companies like Shein, which introduces thousands of new clothing items daily.
Under the new law, criteria such as production volumes and the speed of new collections will be used to define fast fashion. Fast fashion producers will also be required to inform consumers about the environmental impact of their products.
Additionally, a surcharge linked to the ecological footprint of fast fashion items will be implemented, starting at five euros per item next year and increasing to 10 euros by 2030. The proceeds from this charge will be used to subsidize sustainable clothing producers to enhance their competitiveness.
The legislation also includes measures to limit advertising for fast fashion, although some lawmakers expressed concerns about the potential impact on the fashion industry.
While efforts to include stricter penalties for rule-breaking producers and import quotas were rejected, the passage of the law marks a significant step in addressing environmental and sustainability issues in the fashion industry.
Despite the dominance of leading luxury brands in the French fashion economy, the lower-end segment has faced increasing competition from European rivals and Chinese companies like Shein and Temu.
