In a new bill, lawmakers from France’s ruling majority have proposed that fast-turnover fashion brands, such as China’s Shein, should be fined up to 50 percent of the selling price of their clothes to offset their environmental impact.
Lawmakers say ultra-fast fashion brands offer thousands of new products a day, rather than refreshing collections four times a year like traditional clothing brands, resulting in excessive spending and unnecessary pollution.
“The apparel industry has evolved towards short-lived fashions combining increasing volume with low prices, creating a purchasing impulse and a need for constant renewal, influencing consumer buying habits, not without environmental, social and economic consequences,” the bill states.
The bill specifically singled out Chinese ready-to-wear manufacturer Shein, saying that on average, the company launches more than 7,200 new clothing models per day, offering more than 470,000 different products to consumers.
To offset the environmental impact of ultra-fast fashion, lawmakers are proposing fines of up to 10 euros ($10.86) for each item sold, or up to 50 percent of the sale price, by 2030.
In a statement to French news agency AFP, Shain said it was following “international best practices in sustainable development and social responsibility.”
Following discussion in a parliamentary committee, the bill is due to be introduced in Parliament in late March.
France’s Environment Minister Christophe Bechou said in a statement on Monday that following meetings with industry players, activists and researchers, his ministry is planning several measures to reduce the fashion industry’s environmental impact.
He said France plans to ban advertising by ultra-fast fashion companies and introduce a financial incentive system that would make sustainable fashion cheaper while making ultra-fast fashion more expensive.
The popularity of fast-fashion e-commerce retailers like Shein and Temu has disrupted the retail industry. Shein leverages a network of suppliers, mostly based in China, bucking traditional manufacturing trends of taking on small orders at first and then scaling up as demand dictates.
Its highly flexible supply chain has allowed SHEIN to create a business model that differs from incumbent fast-fashion companies like Zara and H&M, which pioneered shorter production runs but still rely primarily on predicting shopper preferences.
By Geert de Clercq and Mimosa Spencer, edited by Sharon Singleton
learn more:
Shein and Temu revolutionize the global air cargo industry
Shain and Tem’s growth is squeezing space for other industries on air cargo planes at a time when turmoil in the Red Sea has caused global companies to explore alternative logistics options.
