France considers imposing penalties on ultra-fast fashion brands to control their rapid production and environmental impact

French lawmakers have introduced a bill targeting ultra-fast fashion brands, such as China’s Shein, proposing penalties to mitigate their environmental impact. The proposed legislation suggests fines up to 50% of the selling price of their garments or 10 euros per item by 2030.

Environmental and Economic Implications

The bill highlights that ultra-fast fashion brands, unlike traditional clothing lines that renew collections quarterly, release thousands of new items daily. This practice promotes excessive consumption and pollution, contributing to significant environmental and economic consequences.

“This shift in the fashion industry towards transient fashion, marked by increased volumes and low prices, influences consumer behavior by fostering impulsive purchases and a continuous need for new items,” the bill states.

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Targeting Shein’s Business Model

Shein is specifically mentioned in the bill, noting that the company introduces over 7,200 new garment models daily and offers more than 470,000 different products. The MPs argue that such practices warrant significant penalties to counteract the environmental damage caused.

In response, Shein claimed adherence to “best international practices in sustainable development and social commitment” in a statement to AFP.

Government Actions and Industry Response

The bill, scheduled for parliamentary presentation in late March, follows French Environment Minister Christophe Bechu’s announcement of additional measures to curb the fashion industry’s environmental footprint. These measures include banning advertisements by ultra-fast fashion companies and implementing financial incentives to make sustainable fashion more affordable.

The rise of fast fashion retailers like Shein and Temu has significantly impacted the retail sector. Shein’s innovative business model, relying on a network of primarily China-based suppliers and small initial orders that scale with demand, contrasts with traditional fast-fashion giants like Zara and H&M.