It's currently near impossible to scroll on social media without seeing someone touting a recent "Shein haul"—whether you want to or not. For those who have been fortunate enough to have a narrow escape, allow me to set the scene: an influencer holds up handfuls of clothing items raving about how each piece "cost only £2". Although, we all know by now that these 'bargain' fashion finds come with quite a significant cost attached. So, France has a solution: unveiling a bill which is now known as the ultra-fast fashion ban.
Recently approved by the French Senate and expected to move to a joint committee in September, this soon-to-be-passed legislation would introduce an eco-score system specifically targeting ‘ultra-fast fashion’ giants like Shein and Temu. Brands would be assessed based on emissions, resource consumption, and product recyclability. Depending on their score, they’d face taxes starting at up to €5 per item in 2025—rising to €10 by 2030, or as much as half the item’s retail price, whichever comes first. The revenue from this tax would help fund France’s sustainable fashion sector, while the increased cost would fall on brands and potentially consumers if retail prices rise in response.
