In a significant move towards environmental conservation, the French parliament has recently endorsed a Bill aimed at reducing the environmental degradation caused by the fast fashion industry. Spearheaded by MP Anne-Cécile Violland, the legislation received significant support and is now awaiting further deliberation in the Senate.
About the Bill to crackdown on ultra-fast fashion
The Bill targets the rapid cycle of fashion consumption, characterised by inexpensive clothing of poor quality, which is bought in excess, seldom worn, and quickly discarded. A prominent advocate for the Bill, Minister of Ecological Transition Christophe Béchu, criticised the ultra-fast fashion sector for its ecological footprint.
In his statement, he emphasised the need for restrictions on advertisements, including those promoted by social media influencers. He also recommended the introduction of ecological penalties on clothing items based on their environmental impact.
The Bill specifically targets the Chinese-Singaporean retailer Shein for its significant contribution to the fast fashion problem, citing that Shein offers 900 times more products than a traditional French brand. Moreover, the brand releases around 7,200 new product models each day.
The need to slow fast fashion
This mass production model of fast fashion brands not only exacerbates environmental and social issues but also pressures European brands to escalate their production rates to remain competitive.
Critics of fast fashion argue that while it claims to reduce waste through minimal unsold stock, the industry’s high turnover encourages impulsive buying and contributes to a continuous cycle of consumption and waste. This is at odds with luxury brands, which face criticism for high levels of unsold inventory.
The textile sector is a major polluter, responsible for about 10% of global greenhouse gas emissions, as reported by the European Parliament. It is also a significant source of water pollution, with dyeing and processing textiles accounting for 20% of global water pollution, not to mention the contribution of synthetic materials to microplastic pollution.
In response to these challenges, the EU has begun implementing laws aimed at curbing the environmental impact of industries like fashion. The Climate and Resilience Law and the EU Circular Economy Package are steps in this direction, promoting sustainable production and consumption practices.
What will the Bill mean for consumers?
Under the proposed French Bill, consumers would receive enhanced information on the environmental impact of their clothing choices, and measures would be taken to promote the reuse and repair of garments.
Moreover, the Bill proposes imposing fines on producers based on the environmental and carbon footprint of their products, with penalties potentially reaching up to €10 per item or 50% of the sale price by 2030.
The Bill also aims to prohibit advertising for fast fashion products, drawing parallels to the existing ban on fossil fuel advertisements. This legislative effort is supported by industry insiders who argue for the penalisation of brands relying on unsustainable marketing and production techniques.
Final thoughts
This initiative represents a comprehensive approach to tackling fast fashion, aiming to shift towards sustainable production and consumption models whilst promoting industry accountability and customer awareness. This Bill has already gained substantial support from industry voices, and many hope it will pave the way for further action to completely reset the fashion industry.
