If France is known for anything (besides its bakeries and dainty breakfasts), it’s fashion. Some of the world’s most iconic brands come from the homeland of Zinedine Zidane and have conquered global runways. Just today, the French government gave the green light to a new initiative designed to protect not just the environment, but also its stylistic and economic interests.

From now on, brands like Temu and Shein—favorites among compulsive shoppers—will no longer be allowed to advertise on social media or through influencers. So, your favorite French content creator can kiss those fast-fashion hauls goodbye. And if she does post one? She might have to answer to les autorités.

France is also introducing eco penalties on every item sold. By 2030, if these companies fail to meet certain environmental standards, their products could see a price increase of €10 or 50% of their pre-tax value—whichever is higher. On top of that, brands will be required to disclose their production practices and the impact they have on this little blue sphere we call Earth. As for unfair labor practices… well, France decided to leave that one alone.

Another measure: a small export tax of €2 to €4 on orders shipped outside the European Union—an attempt to slow down the flow of cheap imports (what we in Mexico lovingly call fayuca).

So, what’s the catch? These new rules only apply to what France is labeling ultra fast fashion. That means European-born brands like Zara, H&M, or Kiabi get a pass on the stricter regulations.

Basically, it’s the Eastern giants taking the hit. And let’s be honest: this isn’t all about saving the planet. The rise of companies like Temu and Shein has helped put French labels (like Jennyfer and NafNaf, according to Reuters) out of business, unable to compete with those wild 90% discounts and the sketchy spin-the-wheel deals offered by Chinese megabrands.

What do you think? Should this rule be global? Tell us on Instagram: @thewalk.com.mx