The government has unveiled the implementation details of the law against ultra-fast fashion, adopted by Parliament on June 29. A draft decree presented on Thursday provides for the introduction of an environmental penalty of up to 20 euros per garment by 2030 for ultra-fast fashion platforms such as Shein, Temu, and AliExpress.
This financial penalty will be calculated based on each product's environmental score and will remain capped at 50% of its pre-tax price. It will apply in particular to t-shirts, jeans, dresses, trousers, sweaters, jackets, coats, shirts, underwear, socks, and swimwear sold through these platforms.
A gradual increase in power until 2030
The penalty amount will increase gradually. From 2026, a pair of jeans could be subject to a penalty of 9 euros, before this exceeds 17 euros in 2030. The revenue generated will fund bonuses for companies deemed more environmentally responsible.
The text targets retailers meeting two cumulative criteria: very large volumes of clothing placed on the market and a business model that is not conducive to product repair. According to the Ministry for Ecological Transition, these criteria primarily target Asian platforms specializing in ultra-fast fashion.
Retailers established in France, such as Kiabi, Decathlon, Jules, Petit Bateau, E.Leclerc, and Carrefour, would not be affected by the measure. The government believes that platforms like Shein and Temu are primarily responsible for destabilizing the French textile industry due to their vastly superior sales volumes compared to players like Zara, H&M, Primark, or Uniqlo. The draft decree is open for public consultation until the end of July. It is scheduled to come into effect on September 1st.
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