France passes law targeting Shein and Temu with ultrafast fashion fines |
France has become the first European country to specifically target ultrafast fashion after parliament approved legislation imposing fines on companies such as Shein and Temu for high-volume, low-cost clothing production. The law allows penalties of up to €6 per item initially, rising to €10 by 2030, for retailers deemed to produce excessive numbers of low-priced products, while also banning advertising and influencer promotions by companies classified as ultrafast fashion. The legislation is aimed at reducing the environmental impact of disposable clothing and supporting France's domestic textile industry, while drawing a distinction between ultrafast fashion retailers and traditional fast-fashion brands such as Zara, H&M, and Mango. Shein said it is reviewing the legislation and reiterated that its production model helps reduce waste, while concerns have also been raised by the European Commission over how the law defines ultrafast fashion and applies to online marketplaces.