France Takes First Major Step Against Ultra-Fast Fashion
France’s Senate has unanimously approved a revised bill aimed at curbing the environmental impact of the ultra-fast fashion industry — marking one of the first serious legislative efforts in Europe targeting platforms like Shein and Temu.
Key measures in the bill:
An eco-score system for clothing items, with penalties of up to €5 per item starting in 2025 — rising to €10 by 2030 (capped at 50% of the item’s original price).
A ban on advertising by ultra-fast fashion companies.
Potential sanctions for influencers promoting these brands online.
The bill was passed by the lower house in 2024 and now moves closer to becoming law. If fully implemented, it could set a precedent for regulating the fast fashion sector worldwide.
A notable shift in how governments are responding to the environmental costs of cheap, high-turnover fashion.
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