France has taken a groundbreaking step by approving a law targeting ultra-fast fashion, aiming to curb the environmental and social damage caused by low-cost, high-volume clothing platforms. The legislation, recently passed by the French Senate, bans advertising for ultra-fast fashion brands starting January 2025 and introduces environmental penalties of up to €10 per item by 2030.
The bill distinguishes between traditional fast fashion brands and ultra-fast import platforms, focusing enforcement on companies like Shein and Temu. These platforms are accused of flooding the market with thousands of new items daily at rock-bottom prices, fueling overconsumption and textile waste.
The new law also implements an eco-contribution system that starts with a €5 surcharge per item in 2025, gradually increasing to discourage environmentally harmful practices. The French government is pairing the legislation with incentives for garment repairs, promoting a culture of reuse and durability.
France becomes the first country in the world to legislate against ultra-fast fashion at this scale. The law now awaits final reconciliation between the lower and upper houses and notification to the European Commission before full enforcement. It sets a precedent that could inspire broader regulatory action across the EU.
