France approves legal framework against ultra-fast fashion, signaling global trend

This week, the French Senate unanimously approved a bill that could redefine the direction of the fashion industry in Europe. The proposal, which is now in its final stages of processing, aims to curb the rise of so-called fast fashion, with a special focus on the practices of Asian giant Shein, known for its high turnover of low-cost products.

Image/reproduction: Pinterest

The bill was drafted with the support of the French government and presented by the member of parliament Anne-Cécile Violland. The measure provides for a series of accountability mechanisms, including:

• A ban on advertising for brands classified as ultra-fast;

• Environmental penalties and fines (with minimum amounts of 10 euros per item by 2030);

• Creation of eco-contributions linked to the environmental impact of clothing;

• Requirement for transparency in socio-environmental impacts;

• Specific rules for influencers and digital platforms;

A tax on small parcels sent by companies outside the European Union, ranging from two to four euros.

A highlight is the introduction of legal criteria for what will be considered “ultra-fast fashion”, in order to differentiate companies with a high environmental impact from those with a local and sustainable structure.

The measure also addresses the use of artificial intelligence, requiring clear consent from models and professionals for the use of digital replicas, in addition to protecting young talents against abuse in creative environments. According to the Minister of Ecological Transition, Agnès Pannier-Runacher, the proposal sends a clear signal to the industry: “there is a real cost for unsustainable practices, and it will be charged.”

Although at a national level, the French law is part of a growing movement of international regulation on environmental, labor and consumer practices in fashion. Brands that operate globally must pay attention to the legislation of each country, not only because they are legally obliged to do so, but as part of a reputation and ESG strategy.

Influencers, sales platforms, marketplaces and brands that operate under the direct-to-consumer model need to evaluate their contracts, marketing and logistics policies with a preventive eye.

For Brazilian brands, especially those that wish to internationalize or engage in dialogue with the European market, legal support becomes essential. Understanding the nuances of each legislation and adapting contracts, campaigns and operational routines can prevent sanctions, blockages or commercial disputes.

In Fashion Law, the legal department does not only act in conflicts, but above all in anticipating risks, and this is one of the pillars for building an ethical, solid and lasting brand.