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.
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 3,900 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 began in 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.
“World Recycle Week is about embracing important environmental issues such as the landfills, and highlighting a global movement”, says M.I.A.
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.