A new penalty system targeting ultra-fast fashion brands has been implemented in France. This system is based on an environmental score that considers both the volume of clothing sold and the brand’s efforts to promote garment repair. The fines, which will increase over time, are set at 50 cents for a boxer, 2 euros for a t-shirt, 9 euros for a pair of jeans, and 12 euros for a jacket in 2026. By 2030, these penalties could rise to 19.50 euros per item, though they will not exceed 50% of the tax-exempt price of the garment. The cost is collected by the eco-organization Refashion through an extended producer responsibility chain. Companies can either absorb the cost themselves or pass it on to consumers, which might lead to higher prices for very inexpensive clothing. The regulation mainly focuses on ultra-fast fashion brands, with Shein and Temu identified as major targets. According to the office of the Minister of Ecological Transition, Mathieu Lefèvre, Shein alone lists over 1.7 million product references for sale each year—far surpassing the numbers from brands like Ba&sh (around 300), Kiabi (17,400), and Zara (20,000). The French government differentiates between European brands and those seen as avoiding regulations, with Minister of Commerce Serge Papin noting that some companies "only understand the language of sanction." However, members of the Stop Fast Fashion coalition argue that the penalties should apply to all fast fashion brands, not just Shein and Temu. China had previously warned France of potential retaliatory measures after the introduction of the anti-fast fashion law, calling it "discriminatory" and against international trade principles. In addition to the financial penalties, the law includes a ban on advertising for affected platforms and requires consumer education about the environmental impact of clothing purchases. These new requirements will come into effect in 2027. France aims to move the fashion industry away from a model that relies on overproduction, frequent collection cycles, and extremely low prices, which contribute to environmental harm and waste. The new measures reflect France’s broader push to address the environmental and social impacts of fast fashion. By holding brands accountable through financial penalties and consumer awareness efforts, the government hopes to encourage more sustainable practices in the industry. The ultimate goal is to reduce the environmental footprint of clothing production and consumption while promoting a more responsible approach to fashion.