In a bold and unprecedented move, the French Senate passed a new law on June 10, 2025, that could reshape the global fashion landscape. The law, which specifically targets ultra-fast fashion giants such as Shein and Temu, is the first of its kind in the world—and it has major implications for influencers, brands, and consumers alike.
Under this legislation, influencers in France can face fines of up to €100,000 for promoting ultra-fast fashion brands. The law also restricts advertising and marketing efforts by companies that engage in excessive overproduction or environmentally harmful practices. It's a direct response to growing concerns around textile waste, carbon emissions, and labour exploitation linked to the rapid churn of cheap clothing.
“It’s about time we saw some real accountability in fashion. This law sends a clear message: style shouldn’t come at the cost of the planet or people.” — Libby Robinson, Co-Founder of The Harmonic
Ultra-fast fashion, characterised by low prices and lightning-speed product turnover, has come under increasing scrutiny in recent years. Some brands are known to release thousands of new items each day—a model that is simply unsustainable from an environmental and ethical standpoint.
“We’ve built our brand on the idea that fashion should be circular, not disposable. We’re thrilled to see a government taking action that aligns with what we’ve been advocating for since day one.” — Vanessa Robinson, Co-Founder of The Harmonic
While France leads the charge, the contrast in Australia is striking. Despite being one of the highest consumers of fast fashion per capita, Australia remains largely unregulated in this space.
What Does This Mean for Australia?
France's decision raises an important question: Should Australia follow suit? As awareness around sustainability and ethical production grows, consumers are increasingly demanding more from the fashion industry. France's move may serve as a blueprint for other nations looking to take meaningful action against fashion waste and overproduction.
The Harmonic: A Longstanding Commitment to Conscious Fashion
At The Harmonic, we’ve long believed that fashion should be thoughtful, intentional, and built to last. That’s why every piece we offer is pre-loved, high-end, and carefully curated—because we know that true style never goes out of fashion.
From the beginning, we've championed sustainable Australian designers who share our values, including St. Agni, Matteau, Nagnata, and Lucy Folk. Their commitment to quality, transparency, and environmental responsibility reflects everything we stand for at The Harmonic.
Curated. Conscious. Circular.
Join the Conversation
What do you think? Should Australia follow France's lead in regulating ultra-fast fashion?
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