A pop-up shop for the fast fashion brand Shein opened in Dijon this summer, accompanied by graffiti that read “Shein kills” and accused the brand of exploitation and environmental pollution. This backlash has not deterred Shein, which plans to establish its first permanent stores in France, including locations within Galeries Lafayette and BHV department stores.
Despite significant criticism, including a Change.org petition with over 270,000 signatures advocating to ban Shein in France, the brand has experienced strong growth. In the last year, it reportedly generated a net profit of $1 billion, largely due to its aggressive production model shipping inexpensive clothing directly from Chinese factories.
Recent legislation approved by the French Senate aims to address the impact of ultra-fast fashion, proposing eco-taxes, advertising restrictions, and mandatory disclosure of production practices, targeting brands like Shein. Observers have noted that this bill distinguishes between “classical” and “ultra-fast” fashion, raising questions about fairness and perceived virtue among brands.
Historically, France has its own roots in fast fashion, particularly in Paris’s Sentier district, where rapid production and smaller quantities were the norm. However, this model struggled to compete with international brands like Zara and H&M as they scaled up operations.
Consumer attitudes towards fast fashion are evolving. While brands like H&M have gradually integrated into the fashion landscape through collaborations with established designers, Shein’s aggressive marketing strategy remains controversial. Notably, the brand appeals to younger shoppers with its size inclusivity and fast turnaround times, which have transformed traditional shopping behaviors.
Experts highlight the need for a paradigm shift in the industry that focuses on sustainability and durability rather than overproduction. This raises broader questions regarding consumer responsibility and the long-term sustainability of the fashion industry in relation to accessibility and environmental impact.
Source: https://www.theguardian.com/business/2025/oct/02/a-paroxysm-of-disposability-frances-distaste-for-sheins-ultra-fast-fashion