The government has expressed support for a bill aimed at regulating the fast fashion industry in an effort to reduce its environmental impact. The bill includes several measures, including better information for consumers and a ban on advertising for companies operating in the sector.
Ecological Transition Minister Christophe Béchu stated that the government would support this proposal at an event in Paris bringing together sustainable fashion stakeholders. The bill, presented by Anne-Cécile Violland and defended by members of the Horizons group, targets "fast fashion" companies that offer large quantities of low-cost , low-quality clothing, mainly imported from Asia.
The proposed measures include the introduction of a financial penalty to offset the environmental impact of clothing sold. This penalty could reach up to €10 per item by 2030, up to a limit of 50% of the sale price. In addition, a modulation of companies' eco-contribution based on their environmental impact is envisaged to reduce the price gap between "fast fashion" products and those from more sustainable sectors.
The bill also aims to ban online advertising for cheap clothing, as well as commercial collaborations with influencers . Minister Béchu highlighted the hidden environmental costs of this industry, stressing that companies should take responsibility for this damage.
In response, a Shein spokesperson in France criticized the proposal, saying it would affect consumers' purchasing power without necessarily improving the industry's environmental impact.
The government also plans to consult the public on the environmental labeling of textiles, with the aim of establishing clear criteria for this practice. An awareness campaign against "fast fashion" will be launched, similar to the one that targeted physical stores late last year.
At UJO, we are deeply committed to the fight against the destructive industry of fast fashion. By promoting our French brand and our commitment to local and responsible consumption, we are championing a more ethical and environmentally friendly fashion. We look forward to closely monitoring developments and contributing, in our own way, to positive change in the textile industry.