Okay, so France just did a thing. The kind of thing that makes ultra-fast fashion brands sweat. On May 14, the French Senate passed a bill that could basically start charging companies like Shein and Temu every time they drop a new microtrend. Yep …fines, restrictions, and a big fat pause on the chaos that is the ultra-fast fashion economy.
Let’s break it down.
France is coming for the brands that flood your feed with 200 new items per day (yes, you read that right). This new legislation is proposing financial penalties up to €10 per item by 2030 for companies that overproduce and oversaturate the market. On top of that, they’ll also ban ads for ultra-fast fashion altogether. Which is major, because those ‘get ready with me’ hauls that magically land on your For You page 24/7? Gone. At least in France.
Now, if you’re in the UK, you might be thinking, “Cute, but what does this mean for me?” Well, first of all culture doesn’t stop at borders. Whether or not Westminster follows suit (spoiler: probably not anytime soon), this law is already shaking up the global industry. The EU market is huge. And if ultra-fast fashion brands want to keep selling in France or wider Europe, they’re going to have to change their whole model. Which means slower timelines, better quality control, and hopefully less waste.
Let’s not pretend the timing is random, either. This is happening as the EU ramps up its European Green Deal commitments, a mega climate plan that’s trying to bring sustainability and economic competitiveness into the same chat. France passing this bill is a clear message: the old ‘profit at all costs’ game is done. If your business relies on burnout (of both workers and the planet), you’re getting taxed, literally.
And yeah, there’s been some pushback. Shein and Temu are calling it discriminatory. But here’s the tea: smaller brands already deal with tighter regulations and rising costs. These ultra-fast giants have been getting away with mass production, vague supply chains, and zero accountability. So is it really discrimination or just finally holding everyone to the same standard?
For UK creatives, this is where it gets interesting. If you’re building a fashion label, designing upcycled pieces, or running an ethical streetwear brand, this moment should feel validating. The conversation is shifting. Policymakers are finally talking about speed, scale, and sustainability in the same sentence and it’s not just fluff. It’s becoming law.
This also opens up new ground for brands who aren’t chasing the 10-minute trend cycle. Consumers are becoming more aware, more conscious, and let’s be honest more tired of buying stuff that falls apart after one wash. There’s a real appetite for things made with care, story, and substance. Especially from our generation, who are way more likely to ask: “Who made this? Where did it come from? Why does it exist?”
So what now? If France can do it, maybe others will follow. Maybe we finally start rewarding slowness, intention, and creativity, instead of speed, scale, and silence. Or maybe we, as creatives, just stop waiting for the system to change and start building new ones ourselves.
Because if there’s one thing we know how to do, it’s turn pressure into innovation.