Examined this Wednesday, the text aims to attack the giants of ultra-fast fashion with a ban on influencer advertising and an environmental bonus-malus system per item of clothing.
The so-called “anti-fast fashion” bill returns to Parliament this Wednesday, June 17, in the joint committee (CMP), where seven deputies and seven senators must agree on a common version. Supported by MP Anne-Cécile Violland, adopted in the National Assembly in March 2024 then in the Senate in June 2025, it provides in particular for the ban on advertising, in particular via influencers, and a bonus-malus system on each item of clothing according to its environmental impact.
The text intends to attack the giants of ultra-ephemeral fashion and their environmental consequences. In the government’s sights, the ultra-fast fashion of Asian giants like Shein or Temu. On the other hand, French or European brands like Kiabi, Décathlon or Zara should be protected, because of their fiscal weight and the jobs they represent.
Reactions from employers and NGOs
For employers in the sector, the measure is expected. “Without this law, we will have no leverage to be able to slow down these ultra-fast fashion platforms. We have tested small parcel taxes, we can clearly see that the platforms are able to get around them,” says Yann Rivoallan, president of the French Women’s Ready-to-Wear Federation.
On the NGO side, we consider the text too narrow. The Stop Fast Fashion coalition believes that “the entire sector should be regulated”. Valeria Rodriguez, spokesperson for Max Havelaar, emphasizes that the target chosen is marginal: “The majority of products are what we could call traditional fast fashion. Ultra-fast fashion today does not represent more than 5 to 10% of the French market.” A major challenge, given that the fashion industry is responsible for around 10% of global greenhouse gas emissions.
A symbol: Shein leaves BHV du Marais
Examination of the text coincides with a highly symbolic departure: in Paris, the Shein brand is leaving the BHV du Marais. On site, opinions are divided. A local resident is happy that the sign is going away: “It has nothing to do [là]Shein or other fast fashion like that, which pollute”. A passing nuance: “It’s always a shame because it’s good that there is [des offres] for everyone.”
