France’s minister for ecological transition Christophe Bechu claimed the vote means that France could soon be the first country “legislating to limit the excess of ultra fast fashion”. He said the bill was a “historic” step towards curtailing the rise of fast fashion, according to local news reports. Credit: Shutterstock.

As well as the €5 levy on fast fashion, the bill also includes a ban on advertising for the most inexpensive textiles in France, aiming to push the industry towards more sustainable practices, according to news publication Associated Press News.

Local news reports also suggest France’s minister for ecological transition Christophe Bechu has claimed the vote would see France becoming the first country “legislating to limit the excess of ultra fast fashion”. He is said to have described the bill as a “historic” step towards curtailing the rise of fast fashion.

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The bill was initially launched by conservative law maker Antoine Vermorel-Marques from France’s Les Républicains party. The fast fashion “kill bill” was introduced to the French National Assembly last week, proposing a €5 levy on “every fast-fashion purchase” to address environmental concerns and bolster support for the French textile industry.

Vermorel-Marques previously took specific aim at Singapore-based Shein. He alleged the retailer introduces between 6,000 and 11,000 new offerings to its catalogue daily and frequently makes headlines for its environmental and social consequences of its “throw-away” business model, which he believes is “destroying” France’s textile industry.

In response, a spokesperson for Shein told Just Style the company refuted the claim that it was fuelling a “throwaway” fashion culture. It claimed its “on-demand business model addresses the fundamental problem of the mismatch between supply and demand of the traditional fashion industry model”.

Shein said this enables it to reduce unnecessary waste as well as offering good value for money to customers who want affordable and accessible fashion.

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The bill is said to be aimed at supporting France’s textile industry which has been hit by the country’s growing fast-fashion consumption.

France, a country which is home to some of the biggest fashion brands, is expected to debate Vermorel-Marques’ €5 proposed bill to curb fast fashion in the lower house of parliament over the next few months.