France's lower house of parliament has approved a bill aimed at curbing the environmental and social impacts of fast fashion. This legislation, passed on March 14, 2024, positions France as the first country in the world to legislate against the excesses of ultra-fast fashion.
The bill introduces a series of measures designed to make low-cost, high-turnover fashion less attractive to consumers and more accountable for its environmental footprint.
What Does This Mean?
The new law is part of a broader package aimed at reducing pollution associated with cheap, imported clothes. Key measures include an environmental surcharge on low-cost items and a ban on advertising for the cheapest textiles.
From 2025, fast fashion companies will face an initial levy of €5 (approximately $5.50) per item, which will increase to €10 (about $11) by 2030. This surcharge is linked to the ecological footprint of each item and aims to discourage excessive consumption and production of environmentally harmful products.
Additionally, fast fashion producers will be required to inform consumers about the environmental impact of their output. This includes details on an item's reuse, repair, recycling, and overall environmental footprint, displayed near the product's price.
The proceeds from these surcharges will be used to subsidize sustainable clothing producers, helping them compete more effectively in the market.
Who Does It Affect?
The new regulations primarily target fast-fashion giants like Shein and Temu, both based in China, which are known for their rapid production cycles and low-cost offerings. These companies, along with other fast fashion brands that roll out a significant number of products daily, will be subject to the new rules.
The exact threshold for what constitutes fast fashion will be defined later by decree, but it will likely consider factors such as the volume of clothes produced and the turnover speed of new collections.
The legislation also aims to protect French brands and manufacturing by limiting the influence of disruptive foreign fast-fashion companies. By imposing these surcharges and advertising bans, the government hopes to create a more level playing field for local, sustainable fashion brands.
How Does It Work?
The environmental surcharge is designed to penalize fast fashion producers for their ecological footprint. Starting next year, a €5 charge per item will be implemented, rising to €10 by 2030. However, this charge cannot exceed 50% of an item's price tag. The funds collected from these surcharges will be redirected to support sustainable fashion initiatives, making it easier for eco-friendly brands to thrive.
Moreover, the bill includes a ban on advertising for the cheapest textiles, set to take effect in 2025. This measure aims to reduce the visibility and appeal of ultra-fast fashion products, thereby encouraging consumers to make more sustainable choices.
The bill also mandates that fast fashion retailers provide detailed information about the environmental impact of their products. This transparency is expected to raise consumer awareness and drive demand for more sustainable options.
Bottom Line
While the exact criteria for what constitutes fast fashion will be defined later, the new rules are set to affect major players like Shein and Temu, as well as other brands that rely on rapid production cycles and low-cost offerings. France's pioneering approach could pave the way for similar regulations in other countries, heralding a new era of accountability and sustainability in the fashion industry.
