France Takes a Stand Against Fast Fashion: New Law Introduces Sustainability Obligations

France has taken a bold step toward sustainability in the fashion industry with a newly approved law aimed at regulating fast fashion and ultra-fast fashion. The legislation, passed by the French Senate on June 10, 2025, seeks to curb the environmental impact of mass-produced, low-cost clothing by imposing stricter regulations on companies operating in this sector.

Key Provisions of the Law

The new law introduces several measures to promote sustainable business practices:

• Ban on Fast Fashion Advertising: Companies specializing in ultra-fast fashion, such as Shein and Temu, will no longer be allowed to advertise their products in France.

• Eco-Score System: An environmental rating system will be implemented, assessing clothing items based on carbon emissions, resource usage, and recyclability. Products with poor scores will face penalties starting at €5 per item in 2025, increasing to €10 by 2030.

• Sanctions on Influencers: Social media influencers promoting fast fashion brands will be subject to penalties.

• Special Tax on Imported Packages: A tax will be imposed on clothing items imported from outside the EU, discouraging excessive consumption.

• Ban on Free Returns: To reduce waste, companies will no longer be allowed to offer free returns on fast fashion purchases.

Targeting Ultra-Fast Fashion

While the law applies broadly to fast fashion, it specifically targets ultra-fast fashion brands, which produce clothing at an accelerated rate and often disregard environmental concerns. The Senate has distinguished between traditional fast fashion brands like Zara and H&M, which will still be required to inform customers about the environmental impact of their products but will not face the same level of restrictions as ultra-fast fashion companies.

A Step Toward Sustainable Fashion

French officials have hailed the legislation as a major step in the fight against overconsumption and environmental damage. The Minister for Ecological Transition, Agnès Pannier-Runacher, emphasized that the law sends a strong signal to businesses and consumers alike, encouraging more responsible purchasing habits.

Environmental groups have welcomed the move, calling it a historic day for fashion and sustainability. However, some critics argue that the amendments favor European brands while disproportionately targeting Asian e-commerce platforms.

As France leads the way in regulating fast fashion, the world will be watching to see whether other countries follow suit in the push for a more sustainable fashion industry.