The French Parliament passed legislation targeting the business models of ultra-fast fashion platforms like PDD Holdings' Temu and Shein. This law aims to reduce the textile industry's environmental impact by penalizing companies selling high volumes of low-cost apparel.
The law imposes an environmental surcharge reaching up to €10 per item by 2030. This fee is capped at 50% of the product's retail price.
France will implement a comprehensive advertising ban for these brands, including social media influencer promotions. Retailers must also display messages encouraging consumers to repair and reuse their clothing.