France's Fast Fashion Revolution: A Vindication of Values We've Held for Nearly Four Decades
France’s Senate has made a statement that reverberates far beyond the borders of fashion capitals—they’ve unanimously passed groundbreaking legislation targeting ultra-fast fashion giants, introducing advertising bans, and eco-taxes on companies that prioritise quantity over quality. This bill tackles overconsumption of textile waste by holding brands accountable for their environmental impact.
For those of us who have been quietly championing the antithesis of fast fashion, this feels less like news and more like vindication. Fast fashion has been a longstanding issue in our industry. From giants such as Zara and H&M, to the newer ‘ultra-fast fashion’ offered by Shein and Temu, these companies have built empires on selling low-quality garments at artificially low prices. But what does “low price” really mean when we account for the true cost?
The maths is staggering. Ultra-fast fashion brands can release over 6,000 new items each year—that’s more than 16 new pieces every single day. This relentless pace creates a psychological urgency that transforms shopping from a thoughtful decision into an impulse-driven cycle. Consumers are conditioned to buy quickly and discard just as fast, creating a relationship with clothing that is fundamentally a transaction rather than a meaningful decision.
The environmental toll is equally devastating. The fashion industry produces 10% of global carbon emissions and is the second-largest consumer of water worldwide. When garments are designed to last months rather than years, this impact multiplies exponentially. We’re not just consuming clothes, we’re consuming our planet’s resources at an unsustainable rate.
France’s new legislation isn’t just a policy, it’s a cultural statement. By targeting advertising and implementing eco-taxes, they’re addressing the root cause: the marketing machinery that drives overconsumption. The message is clear: true luxury isn’t about having more—it’s about having better.
This represents a fundamental shift in how we define value in fashion. Instead of measuring success by how quickly and cheaply garments can be produced, France is creating a framework that rewards longevity, quality, and environmental responsibility. It’s a recognition that the fashion industry has a responsibility beyond profit margins.
At Tengdahl, we’ve been living this philosophy since 1986, long before sustainability became a buzzword. Our approach has always been rooted in a simple belief: the most sustainable garment is the one you never want to part with.
“When I design a piece, I’m not thinking about this season or next season—I’m thinking about the woman who will wear it for years to come. How will this fabric age? Will the silhouette feel as relevant in five years as it does today? Does this garment enhance her life or merely occupy space in her wardrobe?” These are the questions our designer Julie asks herself before creating each garment. It’s this long-term thinking that shapes every decision we make. Our commitment to premium natural fibres isn’t just about luxury, but about creating pieces that improve with age. Pure wool develops character over time, linen becomes softer and more supple with each wash, silk gains a beautiful patina that speaks to its history with the wearer.
We’ve watched our customers develop relationships with their Tengdahl pieces that span decades. A jacket from the 1990’s still feels current, not because it’s trendy, but because it was designed with timeless principles. A dress worn to a daughter’s graduation becomes the same dress worn to her wedding—accumulating memories and meaning with each wear.
Our approach to slow fashion is deeply connected to our Australian identity. There’s something inherently honest about Australian design. We don’t do things for show, we do them because they work. This pragmatic luxury has always informed our aesthetic. We create pieces that can transition from a morning meeting to an evening dinner, from city to coast, from season to season. The Heritage collection exemplifies this philosophy. Each piece was designed not just to look beautiful, but to serve authentically in a woman’s life. This is luxury redefined: not as excess, but as excellence. Not as quantity, but as quality that endures.
France’s legislation is the start of a global awakening to the true cost of fast fashion. Consumers are beginning to ask harder questions: Who made my clothes? What are they made from? How long will they last? What happens when I’m done with them?
These questions lead to more conscious choices. Instead of buying five pieces that might last a season, women are investing in one piece that will serve them for years. Instead of following every trend, they’re building wardrobes that reflect their personal style and values.
This shift isn’t just about environmental responsibility, it’s about personal authenticity. When you choose piece’s that align with your values, when you invest in quality that honours your resources, you’re making a statement about who you are and what matters to you.
At Tengdahl, we’ve never been interested in revolutionising fashion through noise or spectacle. Our revolution has been quiet, personal, and lasting. It’s happened one woman at a time, one garment at a time, one conscious choice at a time.
France’s legislation validates what we’ve always known: fashion has the power to be a force for good. When we create pieces that last, we’re not just reducing waste, we’re offering women the opportunity to build meaningful relationships with their clothes. When we choose quality over quantity, we’re not just making better garments, we’re proposing a better way of living. The revolution isn’t coming, it’s been here all along. It’s been worn by women who understand that true style transcends trends, that real luxury lies in longevity, and that the most radical act in fashion might simply be choosing better.
As France leads this legislative charge, we’re proud to have been part of this movement since 1986. The future of fashion isn’t about doing more, it’s about doing better. And that’s a revolution we can all be part of, one thoughtful choice at a time.
