Since the first of September a new French law has taken effect against the business-model of ultra fast fashion companies. The new legislation entails financial penalties on every item they sell in the country. France is the first country in Europe to do so, which raises the question: will others follow? Our reporter, Kayleigh de Vries, spoke with Sjoukje Goldman, a researcher in sustainable marketing, consumer behaviour and sustainability transitions and professor at the Hogeschool Leiden. Kayleigh also went to Hoog Catharijne, one of the largest shopping malls in the Netherlands, to find out what the law means and whether it will really change consumers behaviour.