France's National Assembly has passed a bill aimed at addressing the environmental impact of the fast fashion products, commonly sold by companies like Shein from China.
The legislation proposes penalties of up to €10 ($11) per individual clothing item by 2030, along with a prohibition on advertising for such products. The bill received unanimous support from all voting lawmakers and will now proceed to the Senate for further consideration before potentially becoming law.
The surge in popularity of fashion retailers such as Shein and Temu, known for their rapid response to demand through highly flexible supply chains, has disrupted the retail landscape. Meanwhile, established brands like Zara and H&M have largely stuck to traditional methods of predicting consumer preferences.
The bill underscores concerns about the growing trend of ephemeral fashion, characterised by high volumes and low prices, which encourages frequent consumer purchases and contributes to environmental, social, and economic challenges.
In response, Shein defended its practices, stating that its production aligns with existing demand, resulting in minimal unsold inventory compared to traditional retailers, where waste can reach up to 40 per cent. However, the company expressed concerns that the bill could adversely affect French consumers' purchasing power, particularly amidst ongoing economic challenges.
Christophe Bechu, Environment Minister, France, hailed the bill as a significant advancement in reducing the textile sector's environmental footprint, emphasising its importance in addressing sustainability concerns.
