On Wednesday, Bernard Cherqui, President of the Alliance du Commerce , announced a groundbreaking collective legal action against fast fashion platform Shein : "Today, we have decided to move beyond merely sounding the alarm to government officials and to take action on behalf of 12 federations and over a hundred retail chains."

Twelve federations and 63 companies in the sector, representing around a hundred brands and chains including Promod , Besson , Monoprix , the U cooperative, and Grain de Malice , are joining this initiative, which seeks formal recognition of the alleged unfair competition Shein has practised since entering the French market.

The parties have decided to join an action for unfair competition filed with the Aix-en-Provence Commercial Court by Maître Vinc

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