The fast fashion industry, based around the overconsumption of short-lived trends and poor quality clothes, has severe environmental consequences. The low prices of these items make it easier for people to discard and buy new clothing at a rapid rate. According to The True Cost, around 80 billion new pieces of clothing are consumed around the world each year. Compared to amounts from 20 years ago, this shows an increase of over 400%. The UN Environment Programme (UNEP) estimates that the fashion industry consumes the second-largest amount of water, behind the agriculture industry, using 93 billion cubic metres of water each year. In addition to water usage, the industry is responsible for at least 20% of wastewater worldwide, 8-10% of global carbon emissions and 35% of primary microplastics in the ocean.
According to Ademe, the French state environmental agency, 48 items of clothing are released into the French market per person every year, and every second 35 are thrown away. To try and regulate fast fashion and its impacts on the environment, the French Senate adopted a bill on June 10, 2025 that bans advertisements and sanctions companies. The bill was modified by the Senate to specifically target ultra fast fashion companies like Temu and Shein, leaving out European and French brands like H&M, Kiabi and Zara. However, they will still be required to inform their customers about the environmental impacts of their products.
Fast fashion companies will be scored based on their environmental communication, and all fast fashion companies will be affected by this eco-score. “Those with the lowest scores will be taxed by the government up to five euros per product in 2025 and up to 10 euros by 2030.” In addition to sanctioning companies, the bill includes a ban on fast fashion advertisements and sanctions on influencers who promote fast fashion products.
The goal of this bill is to help fight the environmental and economic impacts created by fast fashion, reduce overconsumption and support French clothing businesses. Individuals who want to contribute to this fight can shop at businesses that make long-lasting clothing, repurpose old fabrics whenever possible, and slow the high turnover of their closets that has become such common practice.