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.
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