The French Parliament passed a bill on June 29, 2026, aimed at curbing ultra-fast fashion, specifically targeting major Asian e-commerce platforms such as Shein, Temu, and AliExpress [1, 2, 3, 4, 5, 6, 7, 8, 9]. The legislation introduces a per-item fee for mass-produced textiles that will increase over time, potentially reaching up to 20 euros (about $23) per item by 2030, capped at 50% of the product’s pre-tax price [1, 2, 3, 6, 9]. Initial fines will start between 0.25 and 6 euros per item in the first year, with some sources differing on the exact amounts [9, 7].
The bill also contains a ban on advertising ultra-fast fashion brands across websites, TV, and social media influencers. However, enforcement faces uncertainty due to potential conflicts with EU law [1, 2, 3, 4, 5, 6, 9]. Lawmakers defined ultra-fast fashion based on how much clothing is placed on the market and the ratio of repair cost to purchase price [1, 2, 4, 5, 8, 9].
The textile industry accounts for nearly 10% of global greenhouse gas emissions, with ultra-fast fashion being a significant contributor to pollution and waste [1, 2, 3, 4, 5, 6, 9]. Trade Minister Serge Papin said, “Their names, which were still unknown three years ago... are now on everyone’s lips in France: Temu, Shein and AliExpress” to describe these platforms’ rapid growth [1].
The bill targets large Asian e-commerce companies, while exempting European and French fast fashion brands like Zara, Kiabi, and H&M [1, 2, 4, 5, 6, 7, 8, 9]. Some left-wing lawmakers and environmental groups criticized the bill for sparing major European fast fashion retailers. Green Party lawmaker Charles Fournier said, “The original bill had been considerably scaled back; brands such as Zara and H&M have not become models of sustainable fashion” [1]. Anne-Cecile Violland, a center-right MP and bill proponent, said, “We’re coming down very hard on Shein, and that’s the first step” [2].
Consumer protection measures include mandatory online labeling of clothing origin and removal of tax breaks previously granted on donations of unsold items by ultra-fast fashion retailers, which could reduce taxes by up to 60% under the old rules [4, 5, 8]. The law also requires ultra-fast fashion sites to display messages encouraging consumers to reduce consumption and repair clothes [6, 9]. Shein denied being an ultra-fast fashion retailer, claiming its business model focuses on small batch production and restocking only after confirmed demand [7].
The bill was first introduced about two and a half years ago. The National Assembly passed a revised version on June 24, 2026, followed by Senate approval on June 29, 2026 [1, 2, 3, 4, 5, 6, 8]. The legislation still requires the French president’s signature and official promulgation before becoming law [9].
