Shein, XXL lobbying – Liberation

An intense lobbying campaign: senators who receive an impact pseudo-study, influencers purchased for com campaigns, policies recruited to promote the brand… Shein, Chinese giant of ultra-feast fashiondoes not stop at anything to make French law bend to its desires. Ignoring any decency in its practices and its environmental impact, the brand has become the leader in the clothing market with Its ultra-perishable clothes at a time when fashion brands are constantly closing. Adopted in March 2024 in the Assembly, the text which will be studied from June 2 in the Senate was largely rewritten, in fact decreasing its impact. The environmental display of clothing, set up in the summer, was to determine the penalties for the brands according to the score, which will no longer be the case.

The brand had launched a major communication campaign in the press a few weeks ago (refused by several newspapers of which Release). And, in recent days, parliamentarians have received a « study » commanded by the brand that was worried about the impact of the law on the purchasing power of the French. While ecology is attacked from all sides in the name of purchasing power, it is not time to educate Buyer generation -Normally rather ecological-conscious-on the fact that it is abnormal that a brand can offer 1,000 or 2,000 new references per week? Display and targeting on social networks, the illusion of accessible fashion and the ease of delivery of packages maintain the vicious circle.

Beyond France, it is also at European level that the battle is played out: Europe has proposed to impose costs of two euros on each small package entering Europe (currently exempt from customs duties) with, in its viewfinder, Shein and also TEMU, decoration brand with similar practices. In France, the text will be able to return to the Assembly, it is then necessary to hope that the deputies regain their initial line of firmness.