The French parliament has passed a fast-fashion law designed to curb the activities of Chinese e-commerce giants Shein and Temu, France 24 reports.

Lawmakers approved the legislation as part of France's effort to rein in the ultra-fast fashion model that has flooded the European market with low-cost garments shipped directly to consumers. The bill singles out the business practices associated with Shein and Temu, two of the most prominent players in the sector.

What does the new law do?

The law forms part of a broader French legislative push against fast fashion. France has positioned itself at the forefront of European efforts to regulate the mass-production, direct-to-consumer retail model that Shein and Temu exemplify.

The French parliament's decision places the country among the first in Europe to adopt legislation explicitly naming and targeting fast-fashion operators of this kind.

Why does the law target Shein and Temu?

Shein and Temu have expanded rapidly across European markets, delivering garments at price points that traditional retailers struggle to match. French legislators have responded with a statutory framework intended to curb that model.

The adoption of the law follows earlier French parliamentary initiatives against fast fashion, and it now stands as approved national legislation aimed squarely at the two e-commerce platforms.

What happens next?

With parliament's approval secured, attention turns to implementation of the new rules and to whether other European jurisdictions will follow France's legislative example.

For practitioners, the development signals that France will apply targeted statutory measures to specific e-commerce business models rather than relying on general consumer-protection or trade rules. Companies operating in the French online retail sector should monitor how the law's provisions are enforced against Shein, Temu and comparable platforms.