Will SHEIN, Primark and other ultra-fast fashion brands soon be penalized by the government?

If mid-range French fashion is collapsing in France, it is to the great advantage of fast fashion (like H&M and Zara) and especially ultra fast fashion (like Shein, Primark or PrettyLittleThing). These brands adopt particularly offensive marketing practices, especially with large amounts of advertising, as well as renewing their collections more and more rapidly. This is why many sustainable fashion players are calling for ultra-fast fashion to be penalized. While Paris Fashion Week is taking place, the government organized an event that brought together several industry professionals to discuss it on March 4, 2024.

Financially penalizing fast fashion: a bill by Anne-Cécile Violland

Christophe Béchu, current minister of ecological transition and territorial cohesion, has spoken out in favor of more sustainable fashion in France, according to the AFP tweeting the same day :

“The government will support the proposed law” aimed at financially penalizing “fast fashion” and banning the advertising of these brands, the Minister of Ecological Transition said during an event in Paris bringing together sustainable fashion players. #AFP »

It is the deputy Anne-Cécile Violland (the 5th constituency of Haute-Savoie under the label of the Ensemble/Horizons coalition) who proposes this bill which will be defended on March 14, 2024. It targets ultra fast brands and websites fashion e-commerce that offered an excessive quantity of clothes, often at low prices and of poor quality. There is also a modulation of the eco-contribution paid by companies based on their environmental impact reduce the price gap between ultra fast fashion products and those coming from more virtuous sectors.

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