Will banning fast fashion ads succeed in slowing the industry?

The ins and outs of the legislation

While the bill proposes measures that would increase brand transparency and consumer awareness, it is the emphasis on the social and environmental responsibility of producers that really sets it apart.

Can I get a hallelujah?

Brands operating in France will be fined based on their environmental impact, as well as the carbon footprint of their goods. This element of the bill has drawn inspiration from an already existing fine system imposed on the automotive industry.

When it comes to sustainability and recyclability of items, brands will be charged on a scale reaching up to €10 per item sold – or 50 percent of the purchase price – by 2030.

Money collected from these fines will then be funnelled into waste management systems, France’s get-paid-to-repair schemes, as well as environmental awareness campaigns.

Ultimately, if fast fashion brands want to be the boss… they gotta pay the cost.

Shein is a fast-fashion phenomenon.

It's also using banned cotton from Xinjiang in its clothes, tests done for Bloomberg found https://t.co/xA0T5ww9TL pic.twitter.com/NFuCXGtFFM

— Bloomberg (@business) November 22, 2022

How likely is the ban to become a reality?

On March 14^th, the bill will be debated by the country’s Sustainable Development Committee.

France’s Minister of Ecological Transition Christophe Béchu is a strong supporter of the proposal, hoping to achieve greater transparency around the ecological impact of the clothing we purchase.

For this reason, Minister Béchu believes that people should not only be educated on how their clothing is made and the consequences of fast fashion for the planet, but should also be encouraged to reuse and repair garments they already own.

Despite France’s capital being one of the luxury fashion capitals of the world, brands like SHEIN have managed to thrive.

The eco-organisation Refashion reports that the number of clothing items sold annually in France has reached more than 3.3 billion – around 48 items per person – which is a billion more products than only a decade ago.

It’s clear no one has been left unscathed from the industry’s chokehold… not even France’s high fashionistas.

Given that materials used by these companies contribute to worsening climate change, release microplastics into the environment, and harm human health, it’s great to see laws put in place to end – or at least reduce – the madness.