He is the young environmentalist face of Les Républicains (LR) party. Almost 31 years old, Antoine Vermorel-Marquez has the latest report from the Intergovernmental Panel on Climate Change (IPCC) as his bedside book, but he also has an account on TikTok, the social network beloved by Chinese giant Sheen’s pretenses and clients. No ” Fast Fashion” (“Disposable Fashion”) online. Lauer MP Shane describes his dive into “Halls”, online videos where influencers showcase their purchases in paid scenes.
Always enthusiastic, they open entire boxes of clothing to show off one of the 470,000 models available on the site. With the help of artificial intelligence, to target the desires of buyers, with an average price of 7 euros per item and thousands of new products offered every day, Shane will push for more consumption. “We are on single-use, ultra-fast fashion. It’s “I buy my t-shirt, I wear it once and I throw it in the trash””Antoine deplores Vermorel-Marques.
On Tuesday, February 13, the elected official must introduce a bill with a provocative title: “Making fast fashion out of fashion with a bonus-malus system”. The text should be debated during the Transparency Week in the National Assembly in early March. According to MP LR, the subject also speaks “To the right rather than the left, because it’s about reindustrialization and ecological compromise”. Born and raised in Roanne (Loire), this farmer’s son knows his town’s rich textile history with the relocation of the 1980s and the recent upheaval. “Eco-Responsible Fashion”.
However, this trend of more sustainable consumption is threatened, according to him, by a player like Shane, which represents a fifth of the world’s fast fashion market and is already ahead of leading brands such as Zara and H&M. “If we import products with better social and environmental standards than ours, I don’t have a big problem. But not so with Sheen, for example.”, explains Antoine Vermorel-Marques. The elected official cited a study conducted by Greenpeace. According to an analysis of 42 garments purchased in Austria, Germany, Italy, Switzerland and Spain, 15% of them violated European laws on chemicals, according to the Association for the Environment of Defense.
Without uttering the word protectionism, Mr. Vermorel-Marques wants to set out “Textile passport to support our businesses” and penalize foreign competition “Often disregard for labor rights, our environment and the health of its customers”. His proposed legislation introduces the concept of a threshold (one thousand new products per day) to target actors whose environmental impact is most significant to subject them to specific obligations. The introduction of a fast fashion penalty should make it possible to finance bonuses for more responsible brands such as the French textile industry.
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