Under the new fast-paced costs, shein advertisements may soon be prohibited in France.

Fast-paced advertisements may soon be prohibited in France as a result of a new plan to crack down on the destroying business.

France’s congress voted in favour of the expenses, which even seeks to impose penalties on lower- cost clothing to protect its economic impact, on Thursday.

The steps, tabled by MP Anne- Cécile Violland, may then go to the Senate for a more vote.

” I am delighted with this big breakthrough”, Minister of Ecological Transition Christophe Béchu wrote on X on Thursday. ” A significant step has been taken to reduce the textile sector’s economic footprint.”

Ultra-quick clothing is a disaster for the environment.

Béchu has been a vocal supporter of the act, writing on X on Tuesday that” Ultra fast fashion is an ecological crisis: clothes are badly made, commonly purchased, rarely worn and immediately thrown away”.

He supports the proposed ban on advertising for fast-fashion goods, including through social media influencers, and the introduction of environmental penalties for clothing.

Béchu also backed more consumer education from fast fashion brands about the impact of their clothing on the environment, and said they should encourage people to reuse them.

French anti-fascist bill targets Shein

Shein, a fast-fashion retailer from China and Singapore, is the subject of the proposal specifically.

” Shein offers 900 times more products than a traditional French brand”, it reads, adding that the brand releases more than 7, 200 new models of clothing per day, with a total of 470, 000 different products available overall.

This allows the brand to attract a wide range of customers, achieve “vast economies of sale” and charge “ever lower prices”, it states.

In response, European fashion companies must increase their output to compete.

Last month, Shein considered listing on the London Stock Exchange. In its application, the ultra- fast fashion brand, selling in more than 150 countries across the world, aimed for a valuation of around$ 90 billion, according to Bloomberg. This would be the largest initial public offering ( IPO ) on the LSE, but it might also expose its manufacturing practices to scrutiny.

High turnover of cheap fashion items “influences consumer purchasing habits by creating purchasing impulses and the constant need for renewal”, the proposal warns, with negative environmental, social and economic consequences.

The negative effects of fast fashion on the environment

Each year, more than 100 billion items of clothing are sold worldwide, according to the French Environment and Energy Management Agency ( ADEME).

In France, in the space of a decade, the number of clothes sold annually has increased by a billion, reaching 3.3 billion products or more than 48 per capita, eco- organisation Refashion notes.

The United Nations Environment Program ( UNEP ) estimates that the global textile and clothing industries account for about 10 % of global greenhouse gas emissions, more than the combined results of maritime and flying transportation.

Additionally, it causes 20 % of water pollution to be attributable to dyeing and processing textiles, along with the microplastics that are lost by synthetic materials when they are washed.

Additionally, well-known labor and human rights violations are associated with cheap clothing.

What steps are being taken to combat the pollution caused by fast fashion in Europe?

The EU is slowly introducing a number of laws to reduce the impact of polluting industries. For instance, the Climate and Resilience Law intends to require that products like clothing include environmental information. It also targets misleading environmental labels, aims to reduce packaging, and promotes the repair and reuse of goods.

By adding a bonus, the EU Circular Economy Package advances this objective.

repair products, promote the circular and local economy, and encourage eco- design.

The French bill contends that these measures are insufficient to address the environmental threat brought on by fast fashion and that a return to sustainable production volumes is required.

Under the French Fast Fashion Bill, what would change?

The bill proposes raising consumer awareness and awareness of fast fashion’s negative effects on the environment. In order to combat throwaway culture, it also aims to promote the reuse and repair of clothing.

Similar to the penalties already imposed in the automotive industry, it proposes fines based on the impact and carbon output of goods.

It would be enforced on a sliding scale and could reach up to €10 per item sold or 50 % of the purchase price by 2030, according to Violland, who spoke to Radio France.

As well as promoting fair competition for companies that operate more sustainably, the fines would be used to fund waste management, bonuses for repairs, and public awareness campaigns.

In line with the climate and resilience law, which prohibits advertising for fast-paced brands and products, the bill would also prohibit advertising for fossil fuel products.

The bill has received industry support, including Pierre Talamon, the French national clothing designer and head of the Fédération Nationale de l’Habillement ( France‘s National Clothing Federation ), who claims brands that engage in” commercial marketing and overproduction techniques that push you buy clothes to wear them seven to eight times and then throw them in the trash should be punished.

These players “do not create jobs but destroy them”, he adds.