The French Senate has approved a new legislation that puts strict rules on ultra-fast fashion brands like SHEIN and Temu. This bill bans ads for brands that harm the environment and fines those that don’t follow sustainability rules. The goal is to push the fashion industry toward more eco-friendly practices with lower carbon footprint, aiming to do the following:
- Bans ads for brands that fail to meet environmental standards.
- Imposes rules for transparency.
- Fines those who break these rules.
Starting in 2025, brands may face a €5 tax per item, rising to €10 by 2030, based on their environmental impact. A new eco-score labeling system will also rate the sustainability of clothing, helping consumers make informed choices.
The Fast Fashion’s Environmental Footprint
The move responds to the fashion industry’s massive environmental toll. Globally, the sector is responsible for 10% of CO₂ emissions—more than all international flights and maritime shipping combined. It also generates 92 million tons of textile waste each year, with clothes often discarded after just a few uses.
Producing a single cotton shirt can consume over 2,700 liters of water. Ultra-fast fashion makes these issues worse. It pushes people to buy cheap, low-quality clothes often.
Between 2000 and 2015, global clothing production doubled, while the average number of times an item is worn fell by 36%. Today, consumers buy 60% more clothes than they did 15 years ago. This “wear once and toss” culture has made fast fashion one of the most polluting industries on the planet.
The French bill, supported by Senator Estelle Youssouffa, seeks to reverse this trend by holding brands accountable for their ecological impact. It aims to drive transparency, encourage sustainable production, and reduce textile waste. European lawmakers are closely watching this policy as a potential model for broader EU regulations.
The law could reshape the fashion industry. Large fast fashion retailers like Zara and H&M—already investing in sustainability—may find themselves at an advantage.
Meanwhile, brands that rely on volume and low prices must pivot quickly to avoid penalties and reputational damage. Investing in sustainable materials, ethical production, and circular fashion models will be key.
For consumers, clearer product labeling and eco-scores offer greater power to choose sustainable clothing. Studies show over 70% of shoppers are willing to pay more for eco-friendly fashion. France’s new law responds to this shift while pressuring brands to meet rising global standards.
If enforced well, it could drive a worldwide transition toward cleaner, lower carbon footprint, and more responsible fashion.
As scrutiny grows, major players are under pressure to reduce their environmental impact. Let’s uncover and compare the three key companies’ carbon footprint—SHEIN, Temu, and Inditex (Zara)—alongside their net-zero goals, reduction strategies, and carbon offset initiatives.
SHEIN: Big Emissions, Bigger Climate Targets
SHEIN, a China-founded global online fashion retailer, has rapidly grown into one of the most visible names in fast fashion. With that scale comes a high environmental cost.
In 2023, SHEIN reported 16.7 million metric tons of CO₂ equivalent (CO₂e) across its entire value chain—almost double its 2022 footprint of 9.17 million tons. Over 99% of emissions come from Scope 3. This includes raw material sourcing, manufacturing, and international shipping.
Transport alone accounted for 8.52 million metric tons of CO₂e in 2024, a 13.7% increase from the previous year. These figures reflect SHEIN’s global logistics network, which relies heavily on air freight to meet fast delivery times.
To address its growing emissions, SHEIN has committed to science-based targets through the Science-Based Targets initiative (SBTi). The company aims to:
- Reduce Scope 1 and 2 emissions by 42% by 2030
- Cut Scope 3 emissions by 25% by 2030
- Achieve net-zero emissions by 2050
SHEIN is taking action. They are nearshoring production to cut air miles and emissions. Also, they switched to renewable energy at key facilities and invested in energy efficiency programs for suppliers. It has also introduced recycling programs and launched a resale platform called SHEIN Exchange to promote circular fashion.
As for carbon offsets, SHEIN has not detailed any large-scale investment in carbon credits or offset projects. Instead, its strategy focuses more on direct reductions within its supply chain and operations. However, the company has stated it is exploring nature-based solutions as part of its long-term climate roadmap.
Temu: Fast Shipping, Limited Transparency
Temu, a part of PDD Holdings from China, launched in the global market in 2022. It follows a fast fashion model like SHEIN but also offers electronics and household items. Its business model focuses on ultra-low prices.
The company ships directly from Chinese factories to customers worldwide. This approach contributes significantly to its carbon footprint.
Temu has not released an official greenhouse gas inventory, making its exact carbon emissions unclear. However, third-party estimates place its annual emissions in the range of 4.3 to 5.8 million metric tons of CO₂e. These numbers mostly show the air-freight emissions from sending over 1 million parcels each day to customers in the U.S. and other markets.
One estimation provides the following results, comparing Temu’s 1kg of shipped items to the UK with related carbon-emitting activities:
Unlike SHEIN or Inditex, Temu has not disclosed any net-zero goals or emissions reduction targets. It does not have verified science-based climate commitments. It has not also published a corporate sustainability report to date.
However, Temu has made some efforts to promote sustainability. They use recyclable packaging and cut down on extra cardboard in shipments. They also support tree planting in their promotional campaigns. However, there is no verified reporting on the scale, impact, or permanence of these initiatives. Its environmental strategy, if any, remains vague and lacks accountability.
Inditex (Zara): Strong Targets, Measured Progress
Inditex, the parent of popular brands like Zara, Pull&Bear, and Bershka, is viewed as a responsible player in the industry. The fashion company has a major carbon footprint, but it has clear climate goals and shares its progress openly.
In 2023, Inditex reported total emissions of about 18.5 million metric tons of CO₂e, including Scope 1, 2, and 3 emissions. Transport-related emissions made up a smaller share than SHEIN’s, with 2.61 million tons of CO₂e from upstream transport in 2024, up 10% from 2023.
Inditex has committed to a net-zero target by 2040, supported by the Science-Based Targets initiative. Its climate targets include:
- Reducing Scope 1 and 2 emissions by 90% by 2030 (from a 2018 baseline)
- Cutting Scope 3 emissions by 51% by 2030, and 90% by 2040
The company is taking multiple steps to meet these goals. It has increased its use of recycled and sustainable materials, with 33% of fibers in 2024 coming from recycled sources, up from 18% in 2023. Inditex has also improved logistics efficiency by optimizing shipping routes, using better container loading techniques, and testing alternative fuels for transport.
Unlike Temu, Inditex also supports carbon offset projects. In its 2023 annual report, the company stated that it is investing in nature-based solutions, including reforestation and forest conservation projects. These offsets are used selectively to neutralize emissions that cannot yet be eliminated, especially in logistics and distribution.
What’s Next for Fast Fashion?
Fast fashion remains a highly polluting sector, but leading brands are starting to address their environmental and carbon footprint. Among the companies reviewed, Inditex appears to be the most advanced in terms of climate strategy and implementation, followed by SHEIN, which has set clear goals but still has much to do.
Temu, meanwhile, must improve its transparency and adopt measurable targets if it wants to be seen as a responsible player in the industry. As consumer awareness grows and regulations tighten, like those of France, companies should act transparently in their environmental and climate goals.
