France is taking bold action against fast fashion. In a move to crack down on environmental damage caused by overproduction and waste, the French Senate has approved legislation that will effectively restrict advertising from fast fashion giants like Shein and Temu.
The bill, which passed almost unanimously on Tuesday, is an updated version of a draft previously approved by the National Assembly. The goal is to discourage the disposable fashion model promoted by ultra-fast retailers. If the bill becomes law, Shein, Temu, and similar brands would be prohibited from advertising their products in France.
According to Reuters, the bill is part of a broader plan to hold fast fashion companies accountable for their environmental impact. Lawmakers argue these companies promote overconsumption by churning out thousands of styles weekly, often using low-cost labor and unsustainable materials. Jean-François Longeot, chair of the Senate’s Committee on Regional Planning and Sustainable Development, backed the legislation, saying, “Clarifications made by the Senate make it possible to target players who ignore environmental, social, and economic realities, notably Shein and Temu, without penalizing the European ready-to-wear sector.”
Shein Responds to the Legislation
In response, Shein issued a statement pushing back against the fast fashion label. “We are not a fast fashion company,” Shein claimed. “Our model was part of the solution, not the problem.”
Still, critics argue Shein’s low prices and endless inventory updates encourage throwaway culture, which ultimately fills landfills and strains global supply chains. Temu, which follows a similar model with flash sales and ultra-low pricing, also faces scrutiny under the legislation.
What’s Next: Penalties and Industry Reform
If the bill is enacted, fast fashion companies that don’t meet certain environmental benchmarks will face penalties. This includes not only ad bans but also increased fines and accountability for waste management. The legislation is being praised by environmental groups and sustainability advocates across Europe. Many are calling it a major step in forcing global fashion brands to take responsibility for their carbon footprint and labor practices.
Meanwhile, France is positioning itself as a leader in sustainable fashion legislation, joining other EU nations that are developing stricter regulations for textile waste, circular economy practices, and corporate responsibility.