We are all aware of the environmental and economic impact of fast fashion in today’s society, but few social actors are taking action. Since last week, France has passed a bill that seeks to limit the development and growth of fast fashion. In other words, they have put in place a series of measures to reduce both the consumption of fast-fashion products and to minimise the impact of the business model on the environment.
The bill has yet to be passed by the Senate, but it is a pioneering measure as the first country to legislate against the production dynamics and bad practices of fast fashion. Christophe Bechu, French Minister of Ecological Transition: “it legislates to limit the excesses of ultra-fast fashion”. French legislators mentioned, as a reference, Shein and Temu, which have gained ground in the country, putting many local brands in difficulty.
Among the measures is the introduction of charges for low-cost fashion items: €5 from next year and €10 by 2030. The charge, however, may not exceed 50% of the price of an item; and the proceeds would be used to support sustainable clothing producers. In addition, there is a ban on advertising for these cheap items and an obligation for manufacturers to inform consumers about the environmental impact of their products.
Fashion is a key sector in the French economy, especially when it comes to luxury. However, the mid- to low-end segment has seen a decline in the face of the advance of European brands, such as H&M or Zara, and the growth of ultra-fashion. This is why some actors consider that this measure is more aimed at protecting French fashion brands than at seeking a real change in users’ preferences and, therefore, at generating a significant impact on the environment.
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