23 June 2025  The Online Temptation: Fashion in One ClickBuying clothes online has become second nature to many consumers — it's convenient, cheap, and offers an endless stream of novelty. With just a few taps, entire wardrobes can be updated to match fleeting trends seen on social media. But what seems like freedom of choice often comes at a cost: financial, environmental, and psychological. Chasing every micro-trend not only clutters closets, it also feeds a cycle of instant gratification that leaves little lasting satisfaction. It's a bit like drinking too many espressos in a day — what begins as a boost ends in restlessness and regret. Fashion, like caffeine, is best enjoyed mindfully. When every outfit is just a click away, we risk confusing style with compulsion.France and the U.S. Lead the Way in Fast Fashion CrackdownsTwo countries have already taken bold legislative steps against ultra-fast fashion: the United States and France. In April 2025, the U.S. eliminated its de minimis customs threshold, ending duty-free status for low-cost imports from platforms like Temu and Shein. France followed with an even more targeted approach. On June 10, the French Senate approved a sweeping "Anti-Ultra-Fast-Fashion Law" aimed specifically at these platforms.The French law introduces several regulatory tools: advertising bans for ultra-fast fashion providers (including via influencers), a mandatory eco-score for clothing, and stiff penalties of up to €10 per item or 50% of the pre-tax price for non-compliance. The legislation is now being debated in parliamentary committees and is expected to be finalized and submitted to the EU Commission later this year, with full enforcement projected by 2030. The law aims to reduce overconsumption, highlight unsustainable labor practices, and curb environmental harm — all of which are defining features of ultra-fast fashion. However, implementing such measures poses challenges. Defining what qualifies as "ultra-fast fashion" remains ambiguous. Moreover, enforcement across global supply chains and resistance from international e-commerce players may slow progress. In Austria, the debate is gaining momentum. Domestic fashion producers already follow stricter EU environmental and labor standards, which puts them at a competitive disadvantage against imported low-cost goods. Moreover, Austrian consumers — supported by a comparatively high level of education — are increasingly aware of the consequences of "Wegwerfmode" (disposable fashion). This educated consumer base is more likely to scrutinize the social and environmental costs of their purchases. Handelsverband Proposes National Legislation to Level the FieldOn June 23, the Austrian Handelsverband issued a press release calling for a national anti-ultra-fast-fashion law, explicitly modeled on France's initiative. The proposal centers on three immediate measures:1. Environmental Penalty Fees: A minimum surcharge of €5 per item on ultra-fast fashion products, many of which contain harmful chemicals. 2. Advertising Ban: A complete prohibition on advertising by platforms such as Temu, Shein, and AliExpress, including on social media and through local influencers. 3. Handling Fee: A €2 processing charge on all business-to-consumer parcels from non-EU countries. These proposals aim not to burden European businesses but to protect them. Rainer Will, managing director of the Handelsverband, emphasized that European companies already committed to sustainability should be supported rather than penalized. He referred to the association's previous success in a competition complaint against Amazon in 2019 as an example of its ongoing efforts to ensure fair market conditions. The Handelsverband also urges the European Commission to expedite the abolishment of the €150 import threshold — currently slated for 2028. After the U.S. changed its policy, European imports surged: Temu grew by 63% year-over-year in May 2025, and Shein by 19%. "Deemed Importer": The Regulatory Future of E-CommerceOne of the Handelsverband's most transformative proposals is the introduction of a "deemed importer" concept. This would assign legal and fiscal responsibility to online platforms like Temu for ensuring product compliance, customs declarations, and the payment of import duties and VAT. This concept addresses a regulatory gap: if no accountable economic operator can be identified within the EU, the platform itself would be liable. This could significantly curb aggressive tax avoidance and improve product safety enforcement. Market surveillance authorities would also gain stronger tools to intervene directly with non-compliant platforms.Legislative Hurdles and Cultural Shifts: Slowing Down Fashion for GoodHowever, legalizing such a shift will face major hurdles — not least in aligning with EU-level commerce rules and pushing the concept through national parliaments. Definitions will be central: What constitutes "fast" or "ultra-fast" fashion? How are penalties scaled by environmental impact? And how can authorities enforce these standards across digital borders?Still, the broader goal remains clear. A shift in fashion behavior not only reduces the fashion sector's massive CO₂ footprint but could also help consumers regain time lost to endless scrolling and shopping. If clothes go out of fashion as fast as they're bought, it may be time for laws — and lifestyles — to slow down. Image: The AI-generated picture is an over-the-shoulder shot of a woman sitting in a bustling, sunlit café. She is holding a smartphone and appears to be online shopping for dresses. On the table next to her is a white cup of coffee. The background is softly blurred, showing other patrons sitting at tables, creating a warm and relaxed atmosphere. Photo: Fashion.at, generated with Imagen by Google AI Studio. |