French justice on Thursday July 9 provisionally banned the Asian e-commerce giant from selling items on its platform bearing the famous crocodile logo of the Lacoste brand.
Before a decision on the merits, the Paris judicial court “took provisional measures throughout the territory of the European Union” to “prevent damage to the renowned brands of the Lacoste company resulting from the marketing of clothing, jewelry and fashion accessories on the Shein platform”.
The judge “recognized the likelihood of an infringement by imitation” and “a clear risk of confusion for consumers”, according to this press release presenting the court’s decision. He also “granted the Lacoste company a provision in the amount of €110,000 to cover compensation for the damage”.
The Paris court also ordered Shein to “publish the decision” on its home page and applications “for one month in order to prevent further harm by raising consumer awareness.”
The decision was rendered by the Third Civil Chamber, specialized in intellectual property matters. It was taken by a “pre-trial judge”, who intervenes during the investigation of the case and before any decision on the merits. “As such, he can pronounce various provisional measures” to stop any damage while awaiting a final decision from the court.
Shein France indicated that the company intended to react by press release in the evening.
Financial penalties soon to be put in place
Symbol of ultra-ephemeral fashion and its cost for the environment (transport, recycling), Shein is in the sights of the French authorities. On Thursday, the government presented a draft decree setting the amount of financial penalties for products from fast fashion companies, such as Shein.
The text provides for up to €20 penalty per piece in 2030, with a capping of 50% of the price excluding tax. This concerns boxers, briefs, briefs, socks, shirts, jeans, skirts, dresses, swimsuits, coats, jackets, pants, sweaters, T-shirts and polo shirts sold on Asian platforms such as Shein, Temu and AliExpress.
At the end of June, Parliament definitively adopted a bill to stem the rise of fast fashion embodied by Shein, with its low-end clothing at knockdown prices generating mountains of waste. In mid-June, the Parisian department store BHV announced that it would cease its partnership with Shein.
