On June 10, 2025, the French Senate passed a major Law aimed at reducing the environmental impact of the textile industry, with a particular focus on the excessive practices of fast fashion. This vote marks a significant step forward, following the unanimous adoption of the bill by the National Assembly more than a year earlier. The goal is clear: to curb a production model that drives overconsumption, generates large amounts of waste, and contributes to pollution emissions.
Behind this bill lies a clear objective: to halt the expansion of fast fashion, and more specifically, ultra-fast fashion, embodied by platforms such as Shein and Temu. While the bill has not yet been definitively passed, its message is unambiguous: the era of cheap, excessive textile abundance is reaching its limits, and the European legislative framework is tightening.
The Law introduces a clear legal definition of ultra-fast fashion, characterized by the rapid renewal of collections, the continuous release of thousands of new items online, and the low durability of the garments offered. This definition enables the clear identification of targeted players and regulation of their practices, which have remained largely opaque and have contributed significantly to waste. In addition, the bill establishes a progressive eco-contribution.
Starting in 2025, items identified as belonging to ultra-fast fashion will be subject to a surcharge of €5 per piece, a figure that could rise to €10 by 2030, with a cap set at 50% of the pre-tax price. This measure aims to internalize environmental costs and promote products that are durable, repairable, or recyclable.
One of the key measures in the bill is the complete ban on all forms of advertising for ultra-fast fashion items, whether online or in physical spaces. This includes influencer campaigns, product placements on social media, and targeted marketing communications.
The aim is to curb impulsive overconsumption driven by aggressive marketing strategies, particularly among young consumers. Affected platforms will also be required to include environmental awareness messages to promote more responsible behaviors, such as repairing, reusing, and recycling clothing.
For luxury houses and premium brands, often distant from the low-cost model, this law confirms an unavoidable strategic shift. In a context where consumers are increasingly attentive to ethics and environmental impact, integrating sustainability, transparency, and eco-design becomes a major differentiating factor. This regulatory framework invites a reinvention of the economic model: focusing on product longevity, responsible innovation, and circular practices such as second-hand sales or rentals. These challenges are no longer optional but essential to meet the expectations of a rapidly changing market.
At Deda Stealth, we support fashion and luxury brands through this critical transition. Our expertise includes regulatory analysis, crafting sustainability-focused messaging, and creative activation to turn these challenges into concrete opportunities for growth and leadership.
