Everything you need to know about France's anti-fast fashion laws

Despite the growing controversies surrounding fast-fashion practices, this phenomenon continues to grow at an alarming rate, fueled by massive online sales and ever-lower prices. This exponential growth has led to an overproduction of low-cost clothing, encouraging excessive consumption and resulting in disastrous environmental consequences. Intensive production practices have exacerbated greenhouse gas emissions and water pollution, propelling the textile industry to one of the most polluting in the world, prompting a general awareness of the need to act. It is in this context that last February, two French deputies proposed legislation aimed at instigating significant changes. They were welcomed by various actors, emphasizing the imperative to regulate the textile industry to preserve the environment and encourage more sustainable consumption practices. An initiative corroborated by the National Assembly, which, last Thursday, took a historic step by unanimously voting to adopt measures penalizing ultra fast-fashion. The adopted bill includes a series of ambitious measures, including various prohibitions, financial incentives, as well as mechanisms for control and verification of its application. This action marks a decisive turning point in the fight against a trend that has thrived unchecked for too long. Without further ado, here are some key measures comprising this bill.

Regulation of Advertising and Commercial Practices

The decision to prohibit advertising for the sale of discounted clothing represents an essential measure in the fight against fast-fashion. This initiative aims to reduce the incentive for overconsumption by restricting product visibility. By doing so, policymakers intend to curb the production of cheap products that fuel this rampant consumption cycle. Influencers are also affected by the law; they will no longer be able to promote fast-fashion and must forgo partnerships with giants such as SHEIN. Another crucial measure concerns raising awareness among online platforms of their responsibilities regarding fast-fashion. With the exponential growth of e-commerce, online platforms play a central role in the distribution of fashion products. It is therefore essential to encourage them to take responsible measures to limit the promotion of products with a high environmental impact.

Environmental and Economic Measures

As part of the environmental and economic measures aimed at regulating the textile industry, several initiatives are proposed. Firstly, strengthening the environmental penalty is envisaged for fast-fashion products, with the aim of discouraging environmentally harmful production practices. A company that produces clothing using unsustainable materials and polluting production methods could be subject to a penalty of €5 per product in 2025, and this amount could gradually increase to €10 per product by 2030. Conversely, a company that adopts sustainable and environmentally friendly production practices could benefit from a financial bonus. For example, it could receive a €2 reduction per product for each garment meeting specific environmental criteria. This bonus-penalty system aims to contribute to the transition towards a more ecological textile industry. Henceforth, the environmental impact of products will play a crucial role in the imposition of financial penalties. An approach that encourages companies to improve the sustainability of their products by considering their environmental impact throughout their lifecycle. Finally, stricter regulations on waste management and increased promotion of the circular economy will be implemented, aiming to reduce waste production and encourage recycling and reuse of materials.

Control and Verification of Measure Implementation

Regular assessment will be conducted to measure the applicability and effectiveness of the measures taken, relying on specific indicators defined within the framework of the bill. For example, data such as the number of advertisements for discounted clothing broadcast on online platforms, statistics on fast-fashion product sales, and reports on the textile industry's greenhouse gas emissions could be collected and analyzed regularly. Based on the conclusions of these assessments, adjustments will be made to strengthen the effectiveness of regulatory measures, identifying gaps and proposing solutions to address them. In parallel, rigorous control mechanisms will be established, including regular inspections, audits, and compliance checks. In case of non-compliance, sanctions such as fines or temporary suspensions of activity could be imposed on companies circumventing the law. In this scenario, if they are found in violation for promoting fast-fashion products, they could face a fine or a restriction on their advertising activities for a specified period. However, a continuous adaptation process will be initiated, considering the results of assessments and feedback to adjust existing policies, with regular consultation with stakeholders to foster a collaborative approach in the implementation and continuous improvement of regulatory measures. If this bill, adopted by the National Assembly, passes the Senate stage, France could become a pioneer by establishing specific regulations against ultra fast-fashion. However, reservations remain regarding the applicability and effectiveness of the proposed measures. Debates persist around the very definition of fast-fashion and control modalities, raising questions about their concrete implementation. Despite these challenges, we maintain our optimism regarding the potential impact of these measures paving the way for a more sustainable future for the fashion industry.