Paris, June 2025 – France is taking a bold step against ultra-fast fashion. The French Senate has voted almost unanimously to approve a new law aimed at limiting the rise of ultra-fast fashion brands such as Shein and Temu. The proposed law targets the environmental and social harms caused by fast, cheap, and high-volume fashion imports.
The law includes:
- A ban on advertising ultra-fast fashion in France.
- New “eco-score” labels for clothing, showing the environmental impact of each item.
- A special tax on low-cost imported clothing (starting at €5 per item in 2025 and rising to €10 by 2030).
- Fines for non-compliant companies, up to 50% of the product’s retail price.
- Extra delivery fees for international parcels, between €2 and €4.
French lawmakers say the goal is to protect both the environment and European retailers who follow stricter rules. The new law will not apply to most European brands like Zara or H&M, which are considered fast fashion but not “ultra-fast.”
The law still needs to be reviewed by the European Commission and debated by the National Assembly in September. If approved, France will become one of the first countries in the world to regulate ultra-fast fashion directly.
What do you think of this measure? Do you agree with the fact that brands like Zara and H&M are not included in the regulation? Let us know in the comments below!