The singer-songwriter releases a video in collaboration with H&M to promote sustainability.
M.I.A, in collaboration with H&M, released the music video for her song “Rewear It.” The collaboration is to celebrate World Recycle Week (April 18-24). The week, championed by H&M, seeks to reduce waste by collecting 1,000 tons of unwanted clothing. H&M encourages its shoppers and patrons to donate their “old, broken, worn-out, and out of style” clothes for the cause. The collections will take place in H&M stores worldwide.
Of the collaboration, H&M’s Head of Sustainability Anne Gedda says, “M.I.A. is fantastic. She’s not just a great artist with great style, she’s also deeply engaged in sustainability and in environmental issues.”
The video features eclectic dancers moving to M.I.A.’s message in various parts of the world including Senegal, Europe, and Iceland. The dancers include M.I.A.’s own Whiteboy and Riley as well as YouTube sensation Yanis Marshall, and other dancers with large social media followings.
World Recycle Week is a product of H&M’s Garment Collecting initiative which began in 2013. Since its inception the program has received 25,000 tons of used and damaged clothing and helped to reduce waste around the world. Watch the music video with a message below.
