Post by Vestiaire Collective

A world first. This week, France has become the first country to adopt legislation specifically targeting fast fashion. A landmark moment for our industry. For years, we advocated for stronger regulation to address the environmental and social impacts of fast fashion. Together with NGOs, industry partners, experts and policymakers, we have worked to bring this issue onto the political agenda. Today, we want to celebrate some important milestones: ✅ Ultra fast fashion is defined; 🔴 The most polluting brands are penalised; 🚫 Promoting ultra fast fashion is prohibited. The ban on advertising places ultra fast fashion alongside sectors such as tobacco and fossil fuels, whose advertising is restricted in the public interest. While this is a historic step forward, the legislation adopted is less ambitious than the original proposal. Its scope has been narrowed to focus primarily on ultra-fast fashion, while the environmental impact of overproduction extends far beyond. At Vestiaire Collective, we will continue to advocate for a model where growth is no longer driven by overproduction, but by quality, durability and circularity. Because transforming fashion isn't about producing more. It's about making better use of what already exists. Think first. Buy second. A big thank you to everyone who made this historic step possible: Anne-Cécile Violland, VALENTE LE HIR SYLVIE, En Mode Climat, Les Amis de la Terre France, and all the members of the #StopFastFashion coalition and of course, our industry peers and the Vestiaire Collective community for advocating for a fairer, more circular future. #VestiaireCollective #CircularEconomy #Sustainability #FashionRegulation #SecondHand #Advocacy #FastFashionBill