ByZoe Bayliss Wong
ByZoe Bayliss Wong,
Contributor.
This month, France continued its war on fast fashion with new amendments to a climate bill that will impose penalties on ultra-fast fashion giants. It’s one of the boldest policy moves yet from a major fashion market, sending a clear message that the era of unchecked disposable fashion may be coming to an end.
But let’s not kid ourselves. This is not an outright ban on fast fashion. It’s not the end of cheap, mass-produced clothes flooding Europe. Instead, it’s a pointed refinement—an attempt to slow the ‘ultra-fast’ brands, by which it means the hyper-accelerated business models of brands like Shein and Temu. Although US tariffs have taken a shot at slowing them down, they’re still churning out thousands of new styles at rock-bottom prices.
