France Passes “Anti-Fast Fashion Law” Targeting Ultra-Fast Brands

On June 10, 2025, the French National Assembly passed the Anti-Fast Fashion Law, targeting platforms like Shein and Temu with strict limits on ultra-fast fashion practices and environmental impact. The bill passed with overwhelming support: 337 votes in favor, 1 against.

Key Measures:

• Ban on advertising ultra-fast fashion on major platforms (including social media).
• Environmental penalty fees (malus):
  • €5 per item starting 2025
  • Up to €10 by 2030
  • Cannot exceed 50% of product price
• Incentives (bonus) for sustainable, eco-friendly clothing.
• Large fast fashion companies may be fined up to €4 million for noncompliance.
• Small eco-friendly fashion brands will receive better access to public tenders and support.

Context:

• The law was proposed by MP Horizons, who stressed the need to limit the environmental and social harm of cheap, fast-produced clothing.
• Major brands like ZARA and Kiabi operating on fast-fashion platforms will be affected.
• The law awaits review by the European Commission for digital trade compatibility before full enforcement later in 2025.

***Photo Reference:https://www.smh.com.au/lifestyle/fashion/new-french-laws-have-put-ultra-fast-fashion-companies-on-notice-should-we-follow-suit-20250617-p5m812.html ***