the government “will support” the proposed law targeting “fast fashion” to reduce the impact on the environment

The Minister of Ecological Transition, Christophe Béchu, announces that the government intends to support the proposed law aimed at reducing the impact of “fast fashion” on climate change.

“The government will support the bill” aimed at financially penalizing the “fast fashion” and to ban the advertising of its brands, said the Minister of Ecological Transition Christophe Béchu on Monday during an event in Paris bringing together players in sustainable fashion.

The text, carried by Anne-Cécile Violland, will be defended by the deputies of the Horizons group on March 14, during their parliamentary “niche”. It targets “fast-fashion” brands and e-commerce sites which offer an innumerable quantity of low-cost, lower-quality clothing, most of which are imported from Asia.

It thus provides for a modulation of the “eco-contribution” paid by companies according to their environmental impact, in order to reduce the price gap between products from “fast-fashion” and those from more virtuous sectors.

A campaign against fast fashion

The objective is to “reduce the environmental impact of the textile industry”by providing better information to consumers, and by prohibiting advertising for companies and products relating to this ephemeral fashion. “By selling these products at this price, (these companies) make a profit, but they leave the planet (…) having to find public resources to eliminate the damage caused by their mode of production”denounced the minister during the closing speech of the event. “Something is missing from the bill”estimated Christophe Béchu, who mentioned in particular “decontamination costs” And “collection” used clothes.

The Minister of Ecological Transition also announced that will be launched “half-March” a public consultation regarding environmental labeling for textiles. The stated aim being “that from the end of April, we can have something that can be the subject of a decree.”

“If the players (in this industry) validate all of this”, a method to define the criteria for this display will then be defined, he told AFP. Finally, Christophe Béchu revealed that the government would “carry out a targeted advertising campaign against fast fashion”like that of the “dealers” of Ademe who had “aroused a little emotion” because she aimed “physical stores”.

This series of humorous television spots from the ecological transition agency praising deconsumption aroused the ire of traders at the end of last year.