chic, not cheap: france is regulating fashion and influencer rules
france’s latest fashion bill puts pressure on the entire industry, influencers included.
The French continue to prove what we all know — they are timelessly chic, and know fashion better than arguably any of us. Fast fashion in this case, simply has no room in their maison.
Now if it hasn’t covered your entire TikTok feed yet, the TLDR is this:
France is implementing a ban starting this September on influencer promotion of low-cost, high-volume brands, most notably targeting the fast fashion giants such as Temu and Shein. Alongside other measures to offset the environmental impact of the industry, the bill also includes fines for said influencers who promote these brands, and mandatory eco-labels being implemented to discourage overconsumption.
The EU is making massive strides in 2025 with tackling sustainability practices in the world of fashion, and if you haven’t heard of Digital Product Passports — a topic I’m still closely eyeing and feeling passionate about — I strongly encourage you to take a deeper dive.
Immediate thoughts as this bill unfolds:
What will be the trickle-down effect for EU influencers who rely on these Shein partnerships, and how will this damage their provisions?
Will backlash come in from the general consumer as well?
How quickly will these fines be issued, and discovered?
Which other countries will follow suit, if any?
Some food for thought..
“Waste Management further reports that globally, around 35% of primary microplastic pollution in the ocean stems from the fashion industry, largely from synthetic fibres like polyester, nylon, and acrylic. Alarmingly, 87% of all textile fibre used for clothing is either landfilled or incinerated, with less than 1% recycled into new garments. And with global clothing consumption forecast to rise from 62 million tonnes per year today to 102 million tonnes by 2030, the problem is only accelerating.”
— Marie Claire
While the weight of the facts above seem (and definitely are) heavier than our laundry baskets, one of the most impressive parts of this latest bill is also the introduction of environmental surcharges on fast fashion items.
“Beginning in 2025, each item sold by ultra-fast fashion brands will incur a €5 tax (roughly US$5.80), increasing to €10 (roughly US$11.60) by 2030. The surcharge will be capped at 50% of the item’s retail price to maintain affordability, whilst incentivizing more sustainable consumer choices. Revenue generated from these taxes will be redirected to support sustainable French fashion producers.”
— Sustainability Magazine
Redirecting these fast fashion funds into sustainability-minded local production? Genius.
You’ll find me on the edge of my seat for when this all goes into action, and I’m eager to see just how tightly this is upheld.
Remember (or remind your friend who won’t stop sneaking pieces off these sites): there’s so much more magic in an incredible Depop find, the luxe, gently loved pieces on
, and a good thrift store rack search than there ever will be in an overdone, $3 copy-paste outfit.
P.S. Have a sustainably-focused brand, or favorite secondhand option you’d love to share? Let us know below.
I’m also curious to see how this all pans out for the fashion industry & influencers! Keep us posted, loved reading this.
Interesting. Thank you 🙏