THEIn supremacy of the Fast Fashion of the East could be running out in Europe. After approval in France of a law that imposes environmental sanctions And advertising to the Ultra low-cost fashion giants, also Germany Raise your voice against Shein and Temu.
A political position that reflects the growing discontent towards a industrial model judged unsustainable and unfair. And Italy? For now nobody has yet taken to the field for the defense of Made in Italy.
What are Shein and Temu, and why they discuss
We rewind the tape. Founded in China, Today with international locations respectively in Singapore and Boston, Shein and Temu are Two platforms that revolutionized online shoppingwith an ultra -low-cost offer and a hyper-wello logistics. Only in 2024 Shein loaded up to 7,000 new garments per dayagainst the approximately 300 days of a traditional brand such as H&M. Temu, Instead, he climbed European marketplaces thanks to Raise prices and free shipping by Asian suppliers. Their success is based on a model that wanders customs duties, focuses on quantity and often sacrifices transparency and sustainability.
Shein and Teu under pressure in Europe: between eco-tose, customs restrictions and advertising bans. Epa/Hannibal Hanschke
France is the first to reverse the scheme
On June 10, the French Senate approved a bill that points the finger towards Shein, called the emblem of the “Ultra Fast Fashion”. The text foresees, By 2030, a penalty of 10 euros for each garment sold who does not respect sustainability criteria, the ban on advertising and the introduction of an environmental score system to guide consumers towards more aware choices. To be affected, even influencers who promote these brands. And while Shein tries to defend himself with public campaigns and accusations of “limitation of purchasing power”, the French policy appears determined to Reduce the impact of what he calls “disposable fashion”.
Germany follows: more rigid customs rules
In the wake of Paris, Berlin also reviews his relations with Shein and Temu. Economy Minister Lars Klingbeil asked the EU to intervene for ensure more equitable competitionreporting how the current legislation, which exempt the packages under 150 euros from duties, favors the uncontrolled entry of low cost products from Asia. The risk? A market that penalizes the European industry and puts thousands of jobs at risk, especially in the fashion sector. The German proposal aims to introduce a 2 euro handling fee for each non-EU shipment and increase the traceability of imports.
The alternative to Shein and Temu? From Second-Hand to Made in Italy, from emerging brands to DIY.
What will happen now?
Behind European narrow there is also growing geopolitical pressure. In the United States, Temu has already seen sales collapse by 25% due to the duties imposed by the Trump Administration. In Europe, governments seem intent on following the American example, also to counter a productive model with a very high environmental impact.
Of facts, Shein, Despite the promises of reducing emissions, The brand with the highest ecological footprint in the fashion sector continues to befollowed by the Inditex group (Propperitario di Zara among many), H&M, LVMH and Adidas.
The hardest challenge? Find a common European legislation that sees a united front in the defense of the market and the environment, without transforming the contrast to Fast Fashion into a commercial boomerang.
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