M.I.A. Teams w/ H&M To Launch Sustainable Fashion Campaign
April 18-24 is World Recycle Week. And to amplify the awareness factor, H&M and the ever-socially-sharp, M.I.A., have joined forces to ensure that no fashion-savvy soul goes unaware of a new clothing recycling program that the fashion giant is launching. Yesterday, Maya released a gravity-defying clip for the new track “Rewear It,” finding the Sri Lankan tour du force atop a massive mound garbs, bending, busting and balancing, above all, as the Bhangra-tinged cut booms across countless metropolises.
The audiovisual suite comes as a follow-up to her “Boom ADD” release just a few months back, in which she took aim at the NFL once more, not to mention “Borders,” which found Matangi propagating her plea for Syrian immigrants with yet another powerful visual treatment. Again, World Recycle Week lands April 18-24, during which H&M will be accepting donations of all clothing, repurposing them for textile use, hoping to collect 1,000 tons of unwanted clothing. You can watch M.I.A stand up for sustainable fashion in the video for “Rewear It” down below, just be sure to tune-in for the next episode.
“If all H&M do is go and inspire another high-street brand to get in on caring and being conscious, or if H&M gets criticized for any of their factory processes, these are all good things. At least they’re even stepping into the environmentally conscious arena. Any of those things is progressive, and I think you have to give it a chance.” – M.I.A.