After months of debate, the French Parliament has definitively approved the June 24 law against ultra-fast fashion, with the specific goal of reducing the textile industry’s environmental impact and combating the disposable fashion model. The bill passed its final parliamentary vote, paving the way for a new regulatory framework aimed at promoting more sustainable consumption.
Following months of negotiations, the bill was finally approved by Parliament. The law specifically targets major ultra-fast-fashion retailers, such as Shein and Temu, through criteria that take into account both the breadth of their product offerings and business practices that encourage compulsive consumption. Among the main changes introduced by the measure is an environmental fee applied to every item placed on the market. The amount of the fee will increase gradually until it reaches 20 euros per product by 2030, with a cap of 50% of the pre-tax retail price. A portion of the funds collected will be allocated to improving infrastructure for the collection, reuse, and recycling of textile products.
The legislation also requires ultra-fast-fashion companies to post messages on their websites promoting more responsible consumer behavior, encouraging sustainability, reuse, and recycling. There is also a ban on promotion through influencers, a particularly significant development for a large segment of digital entrepreneurs currently in business, although the European Commission has expressed some reservations about the compatibility of this specific measure with European Union law.
With this approval, France becomes the first European country to adopt specific legislation against ultra-fast fashion, marking an important step in policies aimed at combating the environmental impact of the textile sector. The hope is that, following this lead, Italy will also take a stronger stance in defense of the much-touted “Made in Italy” label and the many examples of excellence that still abound throughout our country.
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