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Finally! Someone had the guts to say it out loud – and more importantly, to vote it through. France, the cradle of haute couture, perfumes that cost more than a month’s rent in Warsaw, and nonchalance served on a baguette, is banning fast fashion. Voilà.
The French Senate has just passed a law that might shake the plastic-saturated world pretending to be stylish. From now on: an ecological tax of up to €10 per item of clothing that looks like it was designed by AI after a cheap bottle of wine, and – applause, please – a ban on advertising ultra-fast fashion brands by influencers. Yes, dear influ-folk – no more Shein hauls where plastic corsets are proudly worn as if they came straight out of Vivienne Westwood’s atelier.
But fear not, the biggest ones will surely find a way around it – perhaps by preaching “conscious fashion” while posing in a €2.49 crop top, shot in a kitchen pretending to be a Parisian loft. Or they’ll return to promoting whitening toothpaste – now with a side of climate responsibility.
Zara and H&M have miraculously dodged penalties (which probably means the right people in the right suits got the right kind of welcome). But the whole initiative sends a crystal-clear message: enough of throwaway fashion and outfits “from OneFashion_99’s discount code.” It’s time to promote quality, craftsmanship and – oh, I don’t know – real style, not algorithm-generated dress-up.
The new regulations aim to support sustainable production and introduce an eco-score system – essentially a badge of shame for clothes that harm the planet more than your daily almond milk cappuccino flown in from California.
France is setting an example – and hopefully, the EU will copy it faster than the ballet flats trend. Maybe, just maybe, it’s time for fashion to stop being a circus of content creation and return to its rightful place: a world where aesthetics meet quality, not just the number of likes under a mirror selfie in the elevator.
Photo courtesy of ArtMajeur
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