A legislative act has been adopted in France aimed at restricting the promotion of brands involved in producing ultra-fast fashion, such as Shein, Temu, and AliExpress. This step is a significant measure to combat the environmental impact of this industry.
New rules for influencers
Under the new legislation, influencers will be prohibited from collaborating with or advertising these ultra-fast fashion brands. Individuals who violate these rules may face fines of up to 20,000 euros, which is approximately 374 thousand rands.
Criticism and exceptions
However, the proposed law does not apply to large department stores such as H&M, Zara, and Mango. This exception has drawn criticism from some French environmental groups, who argue that the measures are insufficient because all fast fashion contributes to the creation of environmental waste.
Environmental risks of fast fashion
Ultra-fast fashion is facing increasing scrutiny due to its negative impact on the environment. Environmental studies show that about 35% of microplastics entering the world's oceans originate from synthetic fabrics. Materials such as polyester, nylon, and acrylic release tiny plastic fibers during production, wear, and washing. These microscopic particles then enter rivers, oceans, and even drinking water. Scientists have found microplastics in human blood, lungs, placenta, and other organs.
Health and economic impact
Although long-term health consequences are still being studied, experts believe that these particles can contribute to inflammation, disrupt hormonal function, and act as carriers of harmful chemicals after entering the bloodstream. Furthermore, affordability remains an important aspect of the discussion, especially in South Africa, where many households face financial difficulties. For low-income families, buying clothes for 150 rands is often a necessity, not a lifestyle choice.
South African market
South Africa has become an important market for Shein, which actively works with local influencers and content creators to promote its products. Although there is no publicly available data confirming the exact number of South African influencers collaborating with Shein, the brand regularly engages with content creators on TikTok, Instagram, and YouTube as part of its local marketing strategy. The legislation still needs to pass the remaining stages of the adoption process in France, but it marks one of the country's strongest attempts to address the growing influence of ultra-fast fashion.