This is a strong signal for France. Last week, the country initiated a historic shift against textile overconsumption, this time by targeting the (many) influencers who promote ultra-fast fashion.
An unprecedented vote, with very real stakes
On June 2, 2025, the Senate adopted the bill put forward by MP Anne-Cécile Violland. Read online, the ban on all advertising – including via influencers – for ultra-fast fashion such as Shein and Temu. This measure, supported by the government, aims to stem the tide of overconsumption and the environmental tidal wave generated by low-cost platforms. The text, which still needs to be voted on in the National Assembly, explicitly targets promotion on social media, the main channel of influence among young consumers.
The law doesn't just target influencers: it attacks all advertising campaigns for ultra-fast fashion brands. The measure is accompanied by a progressive ecological penalty system, already discussed many times in the House, as well as a requirement for reinforced environmental transparency.
Why this law?
In 2022, more than 3.3 billion items of clothing were put on the market in France, or nearly 50 items per inhabitant. This explosion in supply is driven by an economic model based on the ultra-rapid renewal of collections, low-cost mass production, and almost no incentive for repair or sustainability. Result: the textile industry now accounts for nearly 10% of global greenhouse gas emissions, even surpassing civil aviation and maritime transport combined.
Asian giants, accused of dragging the entire sector down, are in the government's crosshairs. It remains to be seen which players will soon be labeled "ultra-fast." A decree will specify the applicable thresholds for identifying the brands concerned, with a stated desire to distinguish Asian platforms from low-cost chains established in France or Europe.
Influencers: the end of a commercial El Dorado
Until now, influencers were the preferred channel for ultra-fast fashion brands, flooding social media with promo codes and hauls that looked like good deals. Banning this promotion would mark a turning point, by prohibiting the main distribution channel for young people and by making content creators more accountable. For platforms like Shein or Temu, whose reputation is based on a massive online presence, the financial impact could be considerable.
If this law is finally adopted, it will make France a European pioneer in the regulation of ultra-fast fashion. But the text is not without legal risks: some senators are raising the possibility of incompatibility with European law and freedom of enterprise. It remains to be seen whether the measure will survive the joint committee and the review of the Constitutional Council.
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