The implications of France’s clampdown on Shein and Temu for the world’s fast fashion industry.

On March 14, the lower chamber of the French parliament passed a “kill bill” that targets fast fashion and ultra-quick fashion sold by major internet retailers like Temu and Shein. By prohibiting the promotion of specific ultra-quick fashion companies and penalizing them with yearly increases of up to 10 euros (£8.54 or $10.92) per article of clothing by 2030, the law aims to mitigate the environmental effect of the fast fashion sector. Additionally, the bill would require fast fashion stores to list an item’s environmental impact, reuse, repair, and recycling right next to the price.
Quick fashion: what is it?
Fast fashion clothing is usually regarded as being of poor quality. It is made quickly in line with industry trends and offered for incredibly inexpensive pricing. Although the cost is low, fast fashion enables budget-conscious customers to regularly update and expand their wardrobes with off-trend styles. However, experts claim that the environment and textile factory workers are paying a heavy price for this trend.
According to Emily Stochl, vice president of advocacy and community engagement at Remake, a nonprofit organization that promotes sustainable design, “it’s important when the price conversation comes up for people to realize that the price of fast fashion is being kept artificially low.”