Shein has been under close scrutiny by the European Union for several months now, as evidenced by the first warning issued last month.
At the time, the famous "made in China" fashion site was accused of promoting forced sales, even going so far as to offer fake promotions to customers. And while the National Assembly already had plans to fight against Fast Fashion, which consists of constantly offering new collections of low-end clothing, the 2024 bill ultimately failed.
Nevertheless, this Tuesday, June 10, the Senate has just adopted a bill that could cause a real earthquake in the world of online sales...
What does this anti-Fast Fashion law say?
First passed in Committee, the anti-Fast Fashion law initially aimed to reduce the environmental impact of the textile industry, including brands like H&M and Zara.
However, in this new version, the law focuses more on Chinese giants, like Shein and Temu. However, the Horizons MP for Haute-Savoie who drafted this text, Anne-Cécile Violland, does not want to stop there.
While the anti-Fast Fashion law focuses on Chinese giants that go so far as to offer more than 900 times more everyday textile products compared to a French brand, the MP wants to green the textile industry in the long term.
An agreement expected in the fall
While the Senate unanimously adopted the text against Fast Fashion, it is not yet the end for Shein and Temu, and new twists could occur in the coming months.
Indeed, according to the AFP dispatch relayed in the press, the text requires going through a Joint Mixed Committee (CMP) where senators should find an agreement.
According to the President of the Committee on Regional Planning and Sustainable Development, Jean-François Longeot, the law should be promulgated before the end of the year.
A renewal for Europe?
While it is still far too early to identify the definitive consequences of this decision, the impact should be very significant for Europe, both on the side of manufacturers and European consumers.
The Minister for Ecological Transition, Agnès Pannier-Runacher, believes that this is a unique opportunity for European countries to reposition themselves in the textile market.
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