The London based artist M.I.A. is the front figure of H&M‘s initiative World Recycle Week, and is featured in a video inspiring customers to recycle their old or unwanted clothes. With her personal style, interest for sustainability and passion for the environment, M.I.A. personifies the conscious consumer with a social awareness.
“World Recycle Week is about embracing important environmental issues such as the landfills, and highlighting a global movement.” said M.I.A.
During the campaign period, April 18-24, H&M aims to collect 1,000 tonnes of unwanted or worn out garments from customers worldwide in its more than 3,600 stores. The initiative is part of H&M’s goal to close the loop in fashion, recycling unwanted garments to create recycled textile fibers for new products. The H&M Garment Collecting initiative was initiated already 2013.
To raise awareness M.I.A. wrote the song “Rewear it” exclusively for H&M and the World Recycle Week campaign. H&M has worked closely with choreographer Aaron Sillis to interpret M.I.A.’s music and lyrics into dance moves for the campaign’s video.
The result of this collaboration is a video featuring M.I.A. together with an eclectic cast of interesting influencers and inspirational people from all over the world. They range from music artists, dance artists, comedians and people with a passion for environmental and social sustainability issues, all with a strong personal style and attitude. In this video they all come together in a dance to highlight the importance of garment collecting and recycling.
“I am thrilled that Cillian is joining the Versace family. He is a truly exceptional actor and totally deserves his Oscar win. He is magnetic and mesmerizing in front of a camera and I loved seeing him bring Versace to life”.
The grand finale of the ModaLisboa Young Designers contest, known as SANGUE NOVO, took place on March 8th in Lisbon. This second and final phase follows a series of mentoring sessions where the six emerging designers received… »
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