French ruling-majority MPs have put forth a new bill proposing penalties of up to 50 per cent of the selling price for fashion brands with rapid product turnover, such as China’s SHEIN, to counterbalance their environmental impact. These MPs argue that ultra-fast fashion brands, unlike traditional clothing labels that update collections quarterly, flood the market with thousands of new items daily, fueling excessive consumption and pollution.
The bill underscores the shift in the apparel industry toward fashion characterized by high volumes and low prices, which shapes consumer behavior by fostering impulsive purchases and a quest for novelty, resulting in adverse environmental, social, and economic perceptions.
Specifically targeting SHEIN, the bill highlights the company’s staggering output of over 7,200 new garment models each day and a product range exceeding 470,000 items available to consumers. To mitigate the environmental repercussions of ultra-fast fashion practices, the MPs proposed penalties reaching up to €10 (US 10.86) per item sold or up to half of the selling price by 2030.
In response, SHEIN asserts its adherence to sustainable development and social responsibility practices aligned with global standards. The bill, following deliberation in a parliamentary committee, is slated for presentation to the parliament in late March.
French Environment Minister Christophe Bechu announced plans to implement various measures aimed at reducing the environmental footprint of the fashion industry. These measures include a ban on advertising by ultra-fast fashion brands and the introduction of a financial incentive system to elevate the costs of ultra-fast fashion while making sustainable fashion more affordable.