France's Ban on Fast Fashion: In Reality

France’s bill to ban fast fashion has been passed, but it’s not the end.

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Last week France finally made progress on their anti-fast fashion bill that was proposed over a year ago. the bill aimed to target the exploitative and polluting fashion brands, limit their production, demand more transparency and inhibit their marketing. They also proposed a severe penalty for noncompliance. Months later the bill became stuck with whispers saying there’s some foul play involved as Shein make strategic hires from within the former French government, and the bill became more diluted. But now with just one vote against, the bill has been passed.

Firstly, it’s not all fast fashion brands. The bill more closely targets the ultra-fast fashion brands “from Asia” aka Shein and Temu, as the requirements for inclusion have been lowered. They’ll be orchestrating an eco-score to grade brands on their environmental fucked-ness and the penalties for noncompliance aren’t quite as harsh as initially proposed, and brands will have longer to respond. However, the ban does implicate influencers and physical marketing like the metro and billboards. This can’t be underestimated!

Remember the influencer trip to the Shein factory in Guangzhou - I was glad so many people saw through it. Don’t forget to be an independent thinker.

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