In a bold move to promote sustainable consumption and environmental consciousness, the French government has launched a campaign discouraging consumers from participating in Black Friday sales, particularly for clothing items. This initiative, spearheaded by the Minister for Ecological Transition, Christophe Béchu, aims to curb the rampant overconsumption associated with Black Friday, a day notorious for its deep discounts and frenzied shopping sprees.
The campaign’s centrepiece is a thought-provoking advertisement featuring a man seeking shopping advice from a store assistant. Instead of encouraging the man to purchase new clothes, the assistant advises him to reconsider his need for new garments, highlighting the environmental and financial benefits of sustainable consumption practices.
This campaign has sparked a debate within the French government, with Finance Minister Bruno Le Maire expressing concerns that it could harm “honest businesses” that rely on Black Friday sales to boost their revenue. However, Béchu remains undeterred, emphasising the need to prioritise environmental considerations over short-term economic gains.

The Environmental Impact of Fast Fashion
The fashion industry is a major contributor to environmental pollution, responsible for approximately 10% of global greenhouse gas emissions. The production of clothing consumes vast amounts of water and energy, generates significant textile waste, and releases harmful chemicals into the environment.
Black Friday sales exacerbate this environmental impact by fueling a culture of overconsumption. Consumers are enticed by deep discounts to purchase more clothes than they need, often leading to impulse buys that end up unworn and discarded prematurely. This excessive consumption contributes to the overflowing landfills and microplastic pollution that plague our planet.
Promoting Sustainable Alternatives

The French government’s campaign is not merely about discouraging Black Friday shopping; it also aims to promote sustainable alternatives to fast fashion. Béchu has introduced a “repair bonus” scheme to encourage consumers to mend and repurpose their existing clothes rather than purchasing new ones.
Additionally, the government is promoting the adoption of circular fashion practices, which emphasise resource efficiency, waste reduction, and the extension of a garment’s lifespan. This includes initiatives to encourage the use of eco-friendly materials, improve garment durability, and facilitate clothing resale and recycling.
A Call to Action for Sustainable Consumption
The French government’s campaign serves as a wake-up call to consumers worldwide, urging them to reconsider their shopping habits and prioritise sustainability. By making informed choices and opting for eco-conscious alternatives, individuals can play a significant role in reducing the fashion industry’s environmental footprint.
Here are some tips for sustainable shopping:
- Buy less and choose quality over quantity. Invest in well-made, durable clothing that you will love and wear for years to come.
- Shop second-hand or vintage. Explore thrift stores, consignment shops, and online marketplaces for unique finds and reduce your demand for new clothing.
- Support sustainable brands. Look for brands committed to ethical production practices, eco-friendly materials, and transparent supply chains.
- Care for your clothes properly. Follow washing instructions carefully to prolong the life of your garments and reduce the need for frequent replacements.
- Mend and repurpose. Don’t be afraid to get creative and give old clothes a new lease on life. Learn simple sewing techniques or seek professional alterations to extend the lifespan of your wardrobe.
By adopting more sustainable shopping habits, we can collectively reduce the fashion industry’s environmental impact and protect our planet for future generations.