Credit: (Photo by Christian Vierig/Getty Images)
2 min read
“The bill calls for gradually increasing penalties of up to €10 per individual item of clothing by 2030, as well for a ban on advertising for such products.”
When thinking of French fashion, it’s the luxury labels such as Chanel, Hermès and Louis Vuitton that most likely spring to mind. So it’s perhaps unsurprising to learn that France’s lower house of parliament has just approved a bill specifically targeting the other end of the industry, specifically the ultra-fast fashion giants.
According to Reuters: “The bill calls for gradually increasing penalties of up to €10 (£8.55) per individual item of clothing by 2030, as well for a ban on advertising for such products.” This is a sizeable fee, especially if you consider that many of the items affected cost less than the penalty itself. Plus, a lack of advertising in an already over-competitive market is sure to make an impact.
All lawmakers voted unanimously to approve the bill, although it will have to be passed by the senate before it becomes law. So, it seems that France really is set on trying to make its fashion industry more sustainable, one cheaply made but highly taxed top at a time.
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Credit: Andrew Caballero-Reynolds/Bloomberg via Getty Images
The main aim of the bill is to deter consumers from buying ultra-fast fashion products and look towards more planet-friendly options with longer-lasting quality fabrics, natural fibres and made by higher-paid workers, which should help to reduce fashion’s modern slavery issue. So, the bill will either encourage these ultra-fast fashion companies (and we imagine almost every other fashion house) to improve their business practices or discourage consumers from buying from them. A €16 wear-once top certainly isn’t as appealing when you know it used to cost €6.
This should offer non-taxed fashion brands a little more leeway in the retail market, providing room for other brands to grow or potentially offering a route into a currently saturated market for new brands. Plus, as the bill includes an advertising ban on ultra-fast fashion brands, this could create a golden opportunity for more sustainable fashion to swoop into the space. So, it seems the French fashion high street could be all to play for. Only time will tell if the tax will come into effect or make a big difference once it does, but here’s hoping other countries follow suit soon.
Images: Getty
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