The MPs claim that ultra-fast fashion firms sell thousands of new things per day, rather than refreshing their collections four times a year like traditional apparel brands, resulting in wasteful expenditure and unneeded pollution. the bill stated:
“This evolution of the apparel sector towards ephemeral fashion, combining increased volumes and low prices, is influencing consumer buying habits by creating buying impulses and a constant need for renewal, which is not without environmental, social and economic consequences”
The bill singled out Chinese ready-to-wear business Shein, claiming that it introduces more than 7,200 new garment styles per day and offers over 470,000 distinct products to customers.
To compensate for the environmental impact of ultra-fast fashion, MPs propose penalties of up to 10 euros ($10.86) each item sold, or up to 50% of the selling price, by 2030.
Shein told French news agency AFP that it adheres to “best international practices in terms of sustainable development and social commitment”.
The bill will be presented to parliament in the second part of March after it has been discussed in a legislative committee.
French Environment Minister Christophe Bechu said in a statement on Monday that his ministry wants to lessen the environmental impact of fashion after meeting with industry leaders, environmentalists, and researchers.
He stated that France intends to prohibit ultra-fast fashion companies from advertising and to implement a financial incentives system to increase the cost of ultra-fast fashion while making sustainable fashion less expensive.
The rise of quick fashion e-commerce companies such as Shein and Temu has upended the retail industry. Shein uses a network of primarily Chinese suppliers, defying typical manufacturing patterns by accepting small first orders and expanding up dependent on demand.
Shein’s ultra-flexible supply chain has enabled it to develop a distinct business model from traditional fast-fashion companies such as Zara and H&M, which pioneered shorter production timeframes but still rely heavily on forecasting consumer preferences.
($1 equals 0.9211 euros).
