Rebecca Manzi The law against fast fashion aimed at reducing the environmental impact of low-cost clothes with advertising bans and environmental tax approved by the French lower house
France is taking a pioneering stance in the battle against fast fashion with proposed legislation aimed at curtailing the environmental footprint of inexpensive clothing. This initiative, potentially transformative for the global fashion industry, originates from Paris, the illustrious fashion capital. Alongside other major cities such as New York, Milan, and London, Paris forms part of the fashion world’s elite “big four.”
The recently approved bill in the French National Assembly marks a significant step in regulating the textile industry, targeting fast fashion brands like Shein and Temu. Key measures of the law include a ban on advertising for cheap fabrics and the implementation of an environmental tax on low-cost garments.
Deputy Anne-Cecile Violland, a member of Emmanuel Macron’s party, emphasized that the textile industry currently accounts for 10% of greenhouse gas emissions and constitutes a serious waste of resources, such as water. Companies like Shein, producing thousands of new items daily, are a significant source of negative environmental impact.
What the law against fast fashion entails
The proposed law mandates that fast fashion producers inform consumers about the environmental impact of their products. Additionally, an ecological surcharge will be introduced, starting at five euros and increasing to ten euros by 2030. However, this charge will not exceed 50% of the retail price.
Revenue from the tax will be used to subsidize sustainable clothing manufacturers, aiming to foster fairer competition in the sector. The State of Fashion 2024 report warned, however, that competition between e-commerce giants like Shein and Temu might lead to an increase in the consumption of cheap clothing.
Despite opposition from critics fearing that the advertising ban for textile products might spell the end of fashion itself, France’s initiative represents a significant advancement in promoting a more sustainable and environmentally aware fashion industry, mindful of the social and ecological implications of the textile sector.
