France adopts fast‑fashion law targeting ultra‑cheap imports

France’s parliament reached a bipartisan agreement on a fast‑fashion bill that aims to curb the growth of ultra‑fast‑fashion platforms such as Shein and Temu. The mixed commission of seven deputies and seven senators accepted a version of the proposal originally drafted by Horizons MP Anne‑Cécile Violland.

The legislation introduces a financial penalty that can rise to 50 % of a product’s pre‑tax price, capped at €10 per item, with penalties to be phased in through 2030. It also revives a ban on advertising ultra‑fast‑fashion items, including promotions by influencers. The bill defines “ultra fast‑fashion” by two cumulative criteria: the breadth of the product range and the price‑to‑repair cost ratio.

Supporters, such as LR deputy Antoine Vermorel‑Marques, hailed the deal as a long‑overdue measure against unfair competition from Asian platforms. Critics warn the law may clash with EU regulations and question its enforceability. The final votes are scheduled for 24 June in the National Assembly and 29 June in the Senate.