2024-03-21 07:55:25
Fines and advertising bans are intended to push back cheap fashion. On average, Europeans buy 26 kilograms of textiles per year.
France is considered a country of fashion; luxury labels such as Dior, Hermès and Chanel have their home here. But the average French person wears less haute couture and more fast fashion. A full 70 percent of consumers wear fast fashion, i.e. cheaply manufactured and sold fashion that quickly ends up in the trash.
The French government now wants to take action against this; last week a draft law was unanimously approved in the National Assembly. Now the Senate is supposed to make a final decision. If the law is passed, suppliers of cheap fashion will face new requirements. Fees of up to ten euros per fast fashion product (but a maximum of 50 percent of the sales price) are being considered, as are advertising bans and proof of compliance with environmental regulations. The fines are not intended to be tax revenue, but rather to benefit companies that are committed to a more sustainable fashion world.
26 kilograms of fashion per year
On average, every European buys 26 kilograms of textiles a year and throws away eleven kilograms of them, according to the European Environment Agency. It’s no wonder that the fashion industry is estimated to be responsible for ten percent of greenhouse gases.
It is not yet clear which companies exactly could be affected by the law. Previously there was talk of companies that have at least 1,000 new products in their range every day. This would probably affect the online shops Shein and Temu more. Shein brings around 7,200 models onto the market every day, according to Anne-Cécile Violland, the law’s companion.
Shein himself comments on the draft law as follows: “This draft law will only worsen the purchasing power of the French, after they are already affected by rising living costs.” (cg)
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