French MPs and senators reached an agreement on 17 June on the proposed law aimed at curbing the rise of fast fashion, paving the way for its final adoption.

The text, initially introduced more than two years ago by MP Anne-Cécile Violland, is now expected to focus primarily on large Asian ultra-fast-fashion platforms such as Shein and Temu. Based on the compromise reportedly reached, the scope appears to be narrower than the initial version of the bill and is expected to be defined through a specific legal concept of “ultra-fast fashion”.

This definition would be based on two cumulative criteria: the breadth of the product range placed on the market, and an indicator linked to repair incentives, comparing the product price with the estimated cost of repair. In practice, this approach could limit the application of the law to very large ultra-fast-fashion platforms, while excluding many European and French operators from its immediate scope such as Zara, Kiabi and so on.

Key elements of the compromise include:

• A financial penalty on ultra-fast-fashion products, to be applied progressively and potentially reaching up to 50% of the product’s pre-tax price by 2030, capped at EUR 10 per item.
• The detailed penalty framework would be defined by the French State through implementing decrees.
• A ban on advertising for ultra-fast-fashion operators, including influencer marketing. However, several sources reportedly consider that this provision may again face challenges regarding compliance with EU law.

It is important to note that many of the practical details remain to be clarified through implementing decrees, including the precise methodology for identifying the companies and products in scope, the calculation and application of the financial penalty, and the operational modalities of the advertising restrictions. These implementing measures may also need to be notified to and assessed at EU level, which could affect the timeline and final shape of the regime.

The final votes are currently scheduled for 24 June in the French National Assembly and 29 June in the Senate.

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