London – Swedish fast-fashion retailer H&M has unveiled its campaign video
for the launch of its
Featuring London-based artist M.I.A, the video is part of H&M’s larger
campaign aiming to inspire customers to recycle their old or unwanted
clothes. The fast-fashion retailer tapped M.I.A to write the song ‘Rewear’
exclusively for its World Recycle Week campaign and help raise awareness in
consumers mindsets on the benefits of recycling old textiles. H&M selected
the artist to act as the voice and face of the campaign because they felt
that her individual style, interest in sustainability and love for the
environment, “personifies the conscious consumer with a social awareness,”
said the company in a statement.
“World Recycle Week is about embracing important environmental issues such
as the landfills, and highlighting a global movement,” said M.I.A on the
campaign. The resulting video features M.I.A together with a eclectic cast
of dancers, artists, comedians and sustainability supporters coming
together in dance to share the importance of clothing collecting and
recycling. The campaign video kicks off the start of H&M’s worldwide
initiative, set to take place from April 18 to 24 in H&M’s 4,000 stores,
which sees the retailer aiming to collect 1,000 tonnes of unwanted or old
clothingitems from customers.
H&M Global Recycling Week is part of the retailer larger initiative to by recycling unwanted
garments to create new, recycled textile fibres for new clothing.