Anti-ultra fast fashion law officially comes into force this September 1st You will now pay more for items ordered on Temu or Shein
Following the intense backlash triggered by Shein’s arrival at BHV and the subsequent departure of several brands from the historic Paris department store, ultra fast fashion takes another blow in France. The law aimed at reducing the environmental impact of the textile industry reaches a crucial milestone with the introduction of a financial penalty.
While no brand is explicitly named in the legislation, Chinese e-commerce giants like Shein, Temu, and AliExpress are directly targeted. Conversely, "traditional" fast fashion retailers such as Zara, H&M, and Uniqlo are exempt. As the Minister Delegate for Ecological Transition's office clarified to RTL, ultra fast fashion players are "not comparable to a Zara."
A progressive tax scale to curb overconsumption
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By driving up the price of these items, the government aims to slow down the explosive growth of these platforms and encourage consumer restraint. The scale lays out specific penalties starting in 2026 for every garment whose environmental score falls below set thresholds: 50 cents tax per pair of boxers or socks, 2 euros per t-shirt, 9 euros per pair of jeans, and 12 euros per jacket.
This mechanism will gradually ramp up through 2030, subject to a statutory cap: the penalty amount cannot exceed 50% of the item's pre-tax price.
"With the entry into force of this penalty tax, France - a European pioneer in regulating these practices - is deploying a powerful and effective tool to combat a model built on clothes moving in record time from shop displays to household waste bins," stated the Ministry for Ecological Transition.
Second-hand market: Vinted prospers as an alternative
Faced with this controversial business model, France is reaffirming its preference for the circular economy. The country's top clothing seller is none other than Vinted, while Shein and Temu ranked 5th and 24th respectively in 2025.
Boasting 23 million users - more than one in three French citizens - and a 38% increase in revenue pushing it past the one-billion-euro mark, the Lithuanian second-hand platform is pulling far ahead of the ultra fast fashion sector in the French market.
