Paris is known worldwide as the fashion capital—a paradise of couture and craftsmanship with a history spanning centuries. The city’s name alone evokes luxury and glamour. But last Wednesday, November 5th, a large Shein store opened on the sixth floor of BHV Marais, the historic department store opposite Paris City Hall. This is the first permanent physical store for the Singapore-based ultra-fast-fashion brand, with more planned across France soon. Many Parisians are unhappy about it.
Shein, which started as SheInside in Nanjing, China in 2011, is a notorious leader in the ultra-fast-fashion industry. The company sells clothing, home goods, toys, stationery, cookware, blankets, pet supplies, and more on an enormous scale. Its “new in” page alone lists over 1,300 items daily, from shiny gold shirts in the “Manfinity Mode” category to plus-size swimwear under the “Slaysola” sub-brand. Nearly everything on the site is made of plastic, designed to be disposable, and shockingly cheap.
Shein poses an economic threat to France’s fashion industry and labor market, and the French government has been targeting the company for years. In 2023, following pressure from two French MPs, the French branch of the OECD launched an investigation into Shein’s human rights, labor, and environmental violations. In 2025, the investigation concluded that Shein failed to meet OECD standards. (Shein denied breaking any EU laws and questioned the neutrality of the investigation.) In 2024, France’s lower house passed a bill to penalize fast-fashion companies for environmental harm. This June, the Senate approved a revised version, specifically naming Shein and similar brands as major offenders. Over the past three months, France has fined Shein nearly €200 million for consumer protection violations and misleading discounts. (Shein is contesting the fines.)
Most notably, last Wednesday, after discovering “childlike” sex dolls and weapons for sale on Shein’s website, Prime Minister Sébastien Lecornu moved to block the company’s e-commerce operations entirely. The government immediately suspended all Shein deliveries and flagged over 200,000 packages for customs inspection. Deliveries resumed by the weekend after Shein removed the offending items, though the Prime Minister emphasized that Shein would remain under close watch. The timing of these e-commerce restrictions alongside the opening of the new BHV Marais store appears intentional—a strategic effort to weaken the company on all fronts.
Shein’s presence in France is not just an economic issue but a cultural one as well. The brand clashes with values the French hold dear: artistry, durability, sustainability, and style. BHV Marais staff, backed by major French trade unions, have held strikes and protests in recent weeks. Several independent retailers have pulled their products from the store in protest. More than 100,000 people have signed an online petition against Shein’s presence in Paris. On opening day, police removed protesters with anti-Shein signs from the store. The French are concerned not only about Shein’s effect on the economy and job market but also about what the brand represents: extremely cheap clothing at the expense of ethics.
Despite the protests, fines, and resistance, there’s a reason BHV’s owner leased space to Shein: they know the brand’s cheap, low-quality, and unethical clothes will sell. Shein is already the fifth-largest clothing retailer in France by volume, popular for offering trendy fashion at accessible prices.On Wednesday, rows of protesters held signs declaring “SHAME ON SHEIN,” while behind them, hundreds of Parisians waited patiently to enter Shein’s new permanent store, drawn by its super-low prices. They emerged with shopping bags stuffed with polyester sweaters, glittery tops for nights out, soft-toned office wear, and plastic faux-leather winter coats. To them, it likely felt like a great deal.
But those low prices come with enormous, hidden costs. There’s the environmental toll, the exploitation of garment workers—paid mere pennies to labor endlessly in factories supplying Shein worldwide—and the harm to independent designers whose creations are frequently copied. There are also social and cultural costs: the idea that clothes have little value and the expectation that they’re only temporary.
France’s regulatory actions against Shein, along with strong, unified opposition from labor groups, are essential steps. By making it harder to buy from Shein through corporate rules, we can slow the spread of ultra-fast fashion and curb its market influence. Social pressure, driven by workers and consumers together, could be even more effective—when shopping at Shein becomes widely seen as shameful, no one will want to be spotted in one of its swimsuits.
Still, the battle against fast fashion is a gradual one. To truly overcome Shein, we need to fundamentally rethink our connection to clothing. We should cherish what we already own, reduce the environmental footprint of fashion by buying only secondhand, and learn to repair our clothes rather than discarding them at the first sign of wear. At the same time, we must advocate for improved pay and working conditions for garment workers everywhere.
France’s growing resistance to Shein and ultra-fast fashion sets a hopeful example for governments and citizens worldwide. Individually, we don’t have to accept fast fashion’s dominance; together, our voices carry even greater weight. A better world—and better style—is within reach.
Nicole Lipman is a writer and assistant editor at n+1.
Frequently Asked Questions
Of course Here is a list of helpful and clear FAQs about Frances actions against Shein and the broader strategies to overcome fast fashion based on the perspective of Nicole Lipman
BeginnerLevel Questions
1 What is fast fashion and why is it a problem
Fast fashion is the business model of producing high volumes of cheap trendy clothing very quickly Its a problem because it creates massive waste pollutes the environment and often relies on poor labor conditions
2 What is France doing to battle Shein specifically
France is proposing laws to penalize ultrafast fashion companies like Shein for their environmental impact This includes potential bans on advertising and implementing an ecotax on their lowpriced items to make them less competitive
3 Why is Shein a main target in this fight
Shein is a prime example of ultrafast fashion It releases thousands of new products daily at extremely low prices which accelerates overconsumption and waste making its environmental footprint disproportionately large
4 What does adopting Frances strategies mean for me as a consumer
It means supporting policies that hold brands accountable and more personally changing your shopping habits to prioritize quality over quantity choosing sustainable brands and buying secondhand
5 Whats the most straightforward way I can start fighting fast fashion today
The easiest first step is to simply buy less Before purchasing a new item ask yourself if you truly need it and will wear it many times
Advanced Practical Questions
6 How would an ecotax on fast fashion actually work
An ecotax would add a small financial penalty to the price of each item sold by fastfashion companies The goal is to reflect the true environmental cost of production and discourage impulse buys using the revenue for environmental initiatives
7 Wont these measures just make clothing more expensive for lowincome shoppers
This is a valid concern The strategy isnt to punish shoppers but to shift the system The focus is on taxing corporations business models and promoting affordable alternatives like thrifting clothing swaps and a robust market for durable repairable basics
8 Besides Frances legislative approach what other strategies can be effective
Other powerful strategies include
Supporting Right to Repair laws that make it easier to fix clothes
