“The government will support the bill” aiming to financially penalize the “fast fashion” and to prohibit the advertising of its brandssaid Minister of Ecological Transition Christophe Béchu on Monday during an event in Paris bringing together players in sustainable fashion.
The text, carried by Anne-Cécile Violland, will be defended by the deputies of the Horizons group on March 14, during their parliamentary “niche”.
It targets e-commerce brands and sites “fast fashion” which offer an innumerable quantity of low-cost, low-quality clothingmostly imported from Asia.
It thus provides for a modulation of “ecocontribution” paid by companies based on their environmental impact, in order to reduce the price gap between products from “fast fashion” and those from more virtuous sectors.
The objective is to “reduce the environmental impact of the textile industry”by providing better information to consumers, and by prohibiting advertising for companies and products relating to this ephemeral fashion.
“Decontamination costs”
“By selling these products at this price, (these companies) make a profit but they leave the planet (…) having to find public resources to eliminate the damage caused by their mode of production,” denounced the minister during the closing speech of the event.
“Something is missing from the bill”estimated Mr. Béchu, who mentioned in particular “decontamination costs” et “the collection” used clothes.
The Minister of Ecological Transition also announced that will be launched “mi-mars” a public consultation concerning environmental labeling for textiles.
Finally, Christophe Béchu revealed that the government would “do a targeted advertising campaign against fast fashion“like that of “resellers” of Ademe which had “aroused a little emotion” because she aimed “physical stores”.
This series of humorous television spots from the ecological transition agency praising deconsumption aroused the ire of traders at the end of last year.
