Last month, the French Senate voted unanimously in favor of a bill to regulate fast fashion providers.
This bill specifically targets ultra-fast fashion giants, in a bid to reduce the environmental impact of the textile industry.
What are the key objectives of this bill?
Targeted at brands like Shein and Temu: the legislation draws a clear distinction between “ultra‑fast” and traditional fast fashion (Zara, H&M and the likes), aiming to hold non‑EU players to higher environmental standards.
Eco‑taxes on garments: from 2025, ultra‑fast fashion items will incur a €5 environmental surcharge - climbing to €10 or up to 50% of the item’s price by 2030 - with revenue funding sustainable fashion initiatives and businesses.
Advertising ban: including influencer marketing, across ultra‑fast platforms - a bold curb on promotional excess.
Mandatory eco‑scores and transparency: all fast fashion brands will now need to disclose lifecycle impacts - carbon, resources, recyclability on their product labels- and risk penalties for non‑compliance.
What is the timeline?
Joint committee review this autumn to reconcile Senate and lower‑house versions and produce a joint text before the final adoption of the law.
European Commission notification required—Brussels has 3–4 months to assess compliance.
Regulatory details are still unfolding, particularly on what “ultra‑fast fashion” really means and their implementation thresholds.
How will this impact investors and corporations?
Environmental responsibility & brand trust: consumers are increasingly discerning, and transparency and sustainability are no longer optional.
Regulatory momentum: this French initiative aligns with broader EU policies (digital product passports, bans on stock destruction) and could inspire similar measures globally.
Strategic window for sustainable brands: eco‑aligned and premium brands now have a unique opportunity to differentiate and capture value as regulations tighten around low‑cost competitors.
This proposed legislation may possibly be the strictest action against these ultra-fast fashion retailers to date.
Given its track record of environmental and social controversies and poor sustainability credentials, Shein has already been unsuccessful in listing on the NYSE and LSE. Now, with this latest targeted criticism, it remains to be seen whether the company will genuinely adopt sustainable practices or continue to claim that it is “not a fast fashion company” and that its business model is “part of the solution, not the problem.”
France’s Senate has sent a clear signal: the era of cheap, disposable fashion is coming to an end and clothing manufacturers (and consumers) need to improve and show accountability.
For leaders across retail, manufacturing, marketing, and sustainability, this is a pivotal moment - one that calls for responsibility while opening the door to new opportunities.
