M.I.A is here to educate you and save unwanted clothes!
To raise awareness for H&M’s global initiative World Recycle Week, the “Paper Planes” hit-maker has teamed up with the clothing retailer for a new song and video to inspire people to recycle their unwanted garments.
The appropriately titled “Rewear It” was written exclusively for H&M, and it has just the right message to match. “Regenerate the nation. This generation, we rewear it,” she declares. Meanwhile, the vibrant clip features scenes shot across the globe, with appearances from actress Yao Chen and model Moffy.
“It just seemed like a logical thing to do, to get involved in a project like this and see how high-street brands are going to become a little bit more environmentally friendly and people-friendly,” M.I.A told Vogue. “I have no shame about it, and I’m definitely not a pop star who has to wear something once and throw it away.”
During the campaign, H&M aims to collect 1,000 tons of used clothes from shoppers. U.S. customers who participate in recycling will receive a 30 percent off coupon during the April 18-24 period.