France wants to penalize fast fashion (finally)
Published on June 17, 2025
Fast fashion might finally be facing a real challenge, and it's coming from lawmakers, not just consumers.
In March 2024, French parliament proposed a groundbreaking law to penalize ultra-fast fashion giants like Shein and Temu. The goal? To curb overproduction, reduce environmental damage, and put an end to the misleading affordability of clothes that cost €2 and last just one wear.
If passed, this law could transform how we shop, and how fashion brands are allowed to operate in Europe.
What the law proposes
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A gradual penalty of up to €10 per item sold by fast fashion brands based on volume, turnover speed, and environmental impact
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A ban on advertising for ultra-fast fashion companies
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A legal definition of “ultra-fast fashion” focusing on high production frequency, short design-to-market time, and excessive product volume
These penalties would increase over time, creating pressure for these companies to reform, or risk being priced out of the European market.
Fast fashion is built on speed, scale, and silence. It thrives on cheap labor, often under unsafe conditions. It also encourages overconsumption, with thousands of new items uploaded weekly; and hides its environmental footprint, even as it floods landfills with unsold stock
France’s proposed law is the first of its kind to say: enough is enough.
What this means for small, slow fashion brands
At Closet.eco, we know the challenges small brands face. Competing with fast fashion is like whispering in a storm. But if this law passes, it would finally give independent, ethical labels a chance to compete on values (not just price or speed).
And for consumers? It brings clarity. Less noise. More space to discover clothing made with purpose.
We believe this proposal is a step in the right direction.
Fashion should not be disposable. And protecting people and the planet should never be optional.
At Closet.eco, we’ll continue supporting local, emerging brands that are doing things differently, and building a more transparent, human fashion future.