Fast fashion under fire from French politicians

Although the fight against 'fast fashion' seems to have gained notoriety in recent years, the phenomenon continues to grow at an alarming rate. With sales almost entirely online, Shein has generated around $23 billion in global sales by 2022, according to research company Coresight, while rival Temu sells shoes for as little as 0.34 cents. In a bid to slow down this boom, two French MPs, Anne-Cécile Violland and Antoine Vermorel-Marques, took the lead yesterday by submitting draft legislation aimed at transforming our relationship with fashion. An initiative that has already received praise from a variety of quarters, including small retailers. Their arguments are based on the following points.

Imagine a world where the flashy adverts for fast fashion brands suddenly disappeared from our screens. Anne-Cécile Violland proposes this radical change by suggesting a total ban on advertising for these brands. Deprived of this advertising platform, companies would be forced to rethink their strategy, and consumers, freed from advertising hype, would finally be able to make considered clothing choices, favouring quality over quantity. It's an approach that aims to rewrite the script of unbridled over-consumption in the fashion world.

Eco-contribution in green mode

The Horizons MP has also introduced the notion of eco-contribution. Imagine if companies were given financial incentives to adopt more sustainable practices. Modulating eco-taxes according to companies' environmental impact could be the lever that transforms the fashion market. It's like giving a reward to good students and putting financial pressure on those who drag their feet. Companies would be encouraged to reduce their ecological footprint, and consumers, informed of companies' efforts (or lack of them), could make informed choices. For his part, Antoine Vermorel-Marques has succeeded in winning people over with his "bonus-malus" scheme. A tough tax on companies that flood the market with over 1,000 new items a day, sounding a strident alarm to remind businesses that overproduction is no longer tolerated. A strong financial mechanism, placing economic responsibility at the heart of the fight against fast fashion. Companies would be forced to rethink their practices, and consumers, keen to support ethical brands, could make choices with a positive impact.

“Made in France”, the hero label 

Imagine if 'made in France' became cheaper and 'made in China' was hit with an additional tax. This announcement would revive local craftsmanship and put the brakes on the mad rush to large-scale production. Costs would become a lever to stimulate demand for locally made products, encouraging more environmentally friendly fashion. These proposals are not just words on paper. They offer a glimmer of hope for positive change in the fashion industry, highlighting ethical practices, sustainability and transparency. The MEPs have laid the foundations, it is now up to the government and industry players to sculpt the face of more responsible fashion.