France’s Ban on Ultra-Fast Fashion: What the New Law Means for Sustainability and the Future of Clothing

With 337 votes in favor and just one against, the French Senate on June 10, 2025, approved a landmark bill aimed at curbing the devastating impact of ultra-fast fashion.

Proposed by parliamentarian Anne-Cécile Violland, the law still needs to pass through a joint committee with the National Assembly in the coming months and then be formally notified to the European Commission. Yet its initial approval already marks a turning point for the textile industry, sustainability, and conscious consumption — in Europe and beyond.

The legislation squarely targets the biggest players in ultra-fast fashion, calling out platforms like Shein and Temu for flooding global markets with massive quantities of low-quality garments. Shein alone reportedly releases about 290 new women’s styles every day — a pace of production that flies in the face of any meaningful environmental goal.

Notably, more “traditional” fast fashion brands such as H&M and Zara remain outside the law’s immediate scope, as the bill focuses on the most extreme practices driving overproduction and waste.

One of the most innovative features of the law is the introduction of an “eco-score,” a rating system that evaluates garments based on key environmental factors: greenhouse gas emissions, fabric recyclability, and the type of raw materials used. This score will determine whether brands are subject to additional environmental taxes, advertising restrictions, and limitations on influencer-driven promotions.

In short, the more harm a company causes to the planet, the more constrained its ability to market cheaply and influence consumers will become.

The bill also establishes specific eco-taxes for garments with poor environmental performance and introduces new transparency requirements for brands seeking to operate in the French market. According to France’s Ministry of Ecological Transition, these measures are vital to meeting the national goal of halving synthetic clothing production by 2030, in line with the European Union’s broader circular economy agenda.

Even though the law has not yet taken full effect, it already sends a clear signal: the days of compulsive consumption, throwaway culture, and reliance on plastic-based fibers like polyester and nylon are numbered. These practices are being challenged not only by increasingly conscious consumers but also by regulators ready to step in.

This legislative milestone also highlights the importance of supporting more sustainable alternatives — brands that have long worked with natural fibers, ethical processes, and timeless designs. France’s decision makes one thing clear: sustainability can no longer be treated as an optional extra. It is now a shared responsibility across the entire industry.

In France alone, 35 garments are discarded every second — more than 3 million pieces every day. Against that backdrop, the country has taken a decisive step in the fight against disposable fashion, one that will be closely watched by neighboring countries and even lawmakers in the United States.

The question is no longer if fast fashion needs to change, but when and how.

In the meantime, consumers still hold the power to accelerate that change. Choosing garments that last, opting for biodegradable materials, and supporting brands committed to people and planet are already shaping the future of fashion — one thoughtful choice at a time.

Authors & Researchers

Alonso Sánchez Bastarrachea

Communicator with a bachelor's degree in Journalism who has spent his life writing about whatever demanded his attention - from culture and politics to the subtle shifts in how we live and consume. His background in narrative and critical thinking informs a body of work that explores the cultural, environmental, and ethical layers of fashion. At Aya, he writes from a place of responsibility, urging readers to notice what often goes unseen... and to reconsider the choices behind what they wear.