France’s new law targets influencers to reduce fast fashion overconsumption

Influencers have long played a major role in driving the overconsumption of fast fashion, often promoting low-cost, low-quality garments. But a new law in France is challenging this influence. Under this new legislation, influencers who promote ultra-fast fashion brands like SHEIN through paid partnerships, sponsored content, and haul videos will face sanctions.

The law aims to curb the rampant overconsumption of cheap, low-quality fashion, which is rapidly discarded. In fact, France’s environmental agency estimates that 35 clothing items are thrown away every second in the country. This legislation encourages influencers to take accountability for their impact and use their platforms to promote sustainable alternatives.

With 92 million tonnes of clothing and textiles discarded globally each year, there is a pressing need for influencers to shift the narrative. Rather than encouraging their audiences to buy more, influencers should be guiding them toward more mindful consumption—buying less and buying better. Authentic and transparent claims about sustainable practices are needed, especially in an era where overconsumption is deeply ingrained.

While the legislation is a positive step forward, it is not without flaws. The new law targets only “ultra-fast fashion” brands, such as SHEIN and Temu, while conveniently leaving out European fast fashion companies that contribute to the same throwaway culture. For real change, we need to hold all global players accountable—not just the select few.

This law marks the first major piece of legislation to hold both brands and influencers accountable for their negative impact on the environment and society. It signals a shift in the fashion industry, but there is still work to be done in making sustainable practices the norm rather than the exception.