When thinking of French fashion, it’s the luxury labels such as Chanel, Hermès and Louis Vuitton that most likely spring to mind. So it’s perhaps unsurprising to learn that France’s lower house of parliament has just approved a bill specifically targeting the other end of the industry, specifically the ultra-fast fashion giants.

According to Reuters: “The bill calls for gradually increasing penalties of up to €10 (£8.55) per individual item of clothing by 2030, as well for a ban on advertising for such products.” This is a sizeable fee, especially if you consider that many of the items affected cost less than the penalty itself. Plus, a lack of advertising in an already over-competitive market is sure to make an impact.

All lawmakers voted unanimously to approve the bill, although it will have to be passed by the senate before it becomes law. So, it seems that France really is set on trying to make its fashion industry more sustainable, one cheaply made but highly taxed top at a time.

What does the French fast fashion tax mean for the industry?