French MPs have proposed a new bill which aims to curb ultra-fast fashion brands.

The bill proposes that brands with ultra-fast production lines should be subject to penalties of up to 50 per cent of their products’ selling price to offset their environmental impact.

It specifically names China’s Shein, noting that it presents more than 7,200 new garment models a day and offers more than 470,000 products to customers. MPs from France’s ruling-majority party have argued that brands like Shein cause unnecessary pollution and excessive spending through their business practices.

The bill proposes penalties of up to €10 per item sold or up to 50 per cent of the selling price by 2030.

It states: "This evolution of the apparel sector towards ephemeral fashion, combining increased volumes and low prices, is influencing consumer buying habits by creating buying impulses and a constant need for renewal, which is not without environmental, social and economic consequences.”

The bill will be presented to parliament in the second half of March.

Commenting on the bill to French news agency AFP, a spokesperson for Shein said that the company follows “best international practices in terms of sustainable development and social commitment”.

French environment minister Christophe Bechu said that the country is planning several measures to reduce the fashion industry’s environmental impact, including a pan on advertising by ultra-fast fashion companies, and incentives to make ultra-fast fashion more expensive while cutting costs for sustainable brands.

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