FRANCE'S BOLD MOVE: THE BAN ON FAST FASHION

France's recent decision to ban fast fashion advertising and impose taxes on fast fashion items has sparked global discussions about sustainability in the fashion industry.

This proactive approach reflects growing concerns about the environmental and social impacts of fast fashion. Many are wondering whether similar measures can be implemented in the UK and other countries.

DEFINING FAST FASHION

Shopping for clothes used to be occasional. Shopping would happen a few times a year when the seasons changed or when we outgrew items. As time continued, clothes became cheaper, and trend cycles sped up. This is where fast fashion comes into play.

Fast fashion is cheap, trendy clothing that samples ideas from the catwalk and celebrity culture. Fast fashion retailers get the newest styles on the market as fast as possible, so shoppers can snag them at the height of their popularity. People then throw away these items after a few wears because of the passing trend and their low quality.

We all know of fast fashion brands like Shein and Temu, but most may not realize that brands like Zara and H&M also contribute to textile waste.

THE ENVIRONMENTAL IMPACT OF FAST FASHION

Pollution from fast fashion impacts both terrestrial and aquatic environments. There are harmful effects to habitat degradation, the proliferation of chemicals and microplastics in waterways, and the increasing impact of climate change from greenhouse gas emissions.

Frances' legislation is setting criteria for the fashion industry. The focus is on the amount of production of clothes and the release speed of new collections. Textiles is one of the most polluting industries. Once this law takes effect, authorities will publish specific criteria.

Emily Gordon-Smith, content director and sustainability lead at trend forecaster Stylus, supports the need for clear criteria to assess what is considered speed to market.

Factors such as production volume, materials used, and sales cycles must be standardized to effectively regulate the industry and target its most harmful practices. France could set a precedent-type framework for fast fashion that other countries could follow.

TAKING A HOLISTIC APPROACH

Is it realistic for other countries to follow in Frances' footsteps?

Tamara Cincik, founder and CEO of Fashion Roundtable, emphasizes the importance of considering the broader socioeconomic implications of fast fashion legislation.

While curbing overconsumption is essential, policymakers must also address the garment workers in the industry who rely on fast fashion for employment. While fast fashion is questionable because of fair wages, it’s an income generator for many.

With a ban on fast fashion comes a higher price point on clothing which affects all consumers. This type of legislation is meant to deter relatively financially comfortable shoppers from over-consuming. The poorest consumer is not the problem.

There needs to be a more systematic approach to avoid putting people, specifically women and girls, in poverty.

COLLABORATIVE EFFORTS

Further legislation can also push brands to act more responsibly. Consumers ultimately hold the power to demand accountability and shape the market for sustainable fashion.

The slow fashion movement has arisen, encouraging people to consider the impact of their clothing purchases. Many are choosing to buy second-hand and support brands that are committed to sustainability and ethical practices.

Achieving a more sustainable fashion industry requires collaboration among stakeholders, including policymakers, businesses, consumers, and advocacy groups.

Together, we can solve the problems of fast fashion and make the fashion industry more fair, eco-friendly, and socially responsible.