France Proposes Penalties for Ultra-Fast Fashion Brands, Such as Shein

In comparison to traditional clothing brands that renew their collections four times a year, ultra-fast fashion brands like Shein introduce thousands of new products daily.

Tuesday, March 5, 2024 2:44 AM UTC

According to a new bill proposed by French ruling-majority MPs, ultra-fast fashion brands like Shein could face hefty penalties. These penalties, which may reach up to 50% of the selling price of garments, aim to counterbalance the environmental impact caused by rapid product turnover in the fashion industry.

Environmental Impact of Fast Fashion

Compared to traditional clothing brands that renew their collections four times a year, ultra-fast fashion brands like Shein introduce thousands of new products daily. This approach fuels excessive consumption and contributes significantly to environmental pollution.

US News reported that the bill highlights the shift in the apparel sector towards ephemeral fashion characterized by high volumes and low prices. This trend influences consumer behavior by promoting impulsive purchases and a constant desire for newness, leading to adverse environmental, social, and economic outcomes.

Specifically targeting Shein, the Chinese ready-to-wear company, the bill points out the staggering volume of new garment models and products it releases daily, with an average of over 7,200 garment models and more than 470,000 different products available to consumers.

Proposed Solutions and Industry Responses

To address the environmental repercussions of ultra-fast fashion, the MPs suggest imposing penalties of up to 10 euros per item sold or up to 50% of the selling price by the year 2030. Reuters noted that this measure encourages more sustainable practices in the fashion industry.

In response to the proposed penalties, Shein has emphasized its commitment to sustainable development and social responsibility, stating that it adheres to international best practices in these areas.

Following deliberation in a parliamentary committee, the bill is set to be presented to the parliament in the latter half of March. This legislative proposal reflects growing concerns about the environmental impact of ultra-fast fashion and aims to hold brands accountable for their contribution to sustainability.

Photo: Shein Newsroom