France objects to fast fashion brands. As proposed by French ruling-majority MPs, the new bill suggests fines of up to 10 euros or 50 percent of the selling price of garments for brands with ultra-fast product turnover to offset their environmental impact. This is announced by French environment minister Christophe Bechu.

The legislation, set for debate on March 14th, specifically targets fast fashion brands and e-commerce platforms offering a myriad of inexpensive, lower-quality garments. The MPs say that ultra-fast fashion brands, rather than renewing their collections four times per year like traditional clothing brands, offer thousands of new products per day, inciting excessive spending and unnecessary pollution.

The objective of the bill is to diminish the environmental consequences of the textile industry by enhancing consumer information and prohibiting advertising related to this transient fashion. In addition to the proposed legislation, the Ministry of Ecological Transition has announced that a public consultation on environmental labeling for textiles is scheduled for mid-March, aiming to establish a decree-worthy framework by the end of April,

"This evolution of the apparel sector towards ephemeral fashion, combining increased volumes and low prices, is influencing consumer buying habits by creating buying impulses and a constant need for renewal, which is not without environmental, social, and economic consequences," the bill said.

Photo: Atacama