France's fast fashion bill targeted at Chinese e-tailers, seen violating rules

China is likely to take countermeasures if France proceeds with a fast fashion bill that could disproportionately impact Chinese e-commerce giants such as Shein and Temu, said experts on Monday.

They made the comments as French lawmakers plan to impose punitive measures on fast fashion, which will see incremental fines of up to 10 euros ($10.83) attached to each garment by 2030, as well as a ban on the advertising of such products.

The anti-fast fashion bill, which has already been passed by the National Assembly, is expected to be submitted for review in May. Chinese e-commerce giants such as Shein and Temu are likely to be most affected, while brands like Zara and H&M would remain unaffected.