Photo Caption: H&M World Recycle Week 2016 campaign song and video artist M.I.A. (Photo: Business Wire)
M.I.A. is the star of H&M’s global initiative, World Recycle Week, featuring a video inspiring customers to recycle their 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.
Since the launch of the Garment Collecting initiative in 2013, H&M’s goal has been to close the loop in fashion, recycling unwanted garments to create reusable textile fibers for new products. During the campaign period, April 18-24, H&M aims to collect 1,000 tons of unwanted or worn out garments from customers worldwide in its more than 3,600 stores. U.S. customers who participate in recycling will receive a 30% off coupon during the World Recycle Week period.
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 video features M.I.A. together with an eclectic cast of influencers and inspirational people from all over the world, including actress Yao Chen and model, Moffy. Also included is a range of talent from music artists, dancers, comedians and people with a passion for environmental and social sustainability issues, all with a strong personal style and attitude. The video uses dance as the connection between a diverse community of people to highlight the importance of garment collecting and recycling. The full campaign video will be featured at hm.com on April 11, 2016.
This is one of the most extensive environmental projects that H&M has undertaken. Join H&M and M.I.A. in a global fashion movement for the planet!