M.I.A. gets environmentally conscious. To raise awareness for H&M’s global initiative World Recycle Week, the British-born superstar has teamed up with the clothing retailer for a new song and video.
The track, entitled “Rewear It,” was written exclusively for H&M, and it has a message to match. “Regenerate the nation,” sings M.I.A. “This generation, we rewear it.” Meanwhile, the colorful and vibrant video features scenes filmed across the globe, with appearances from actress Yao Chen and model Moffy.
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.
M.I.A. applauds her partner for this initiative even if they get criticized for it in the process.
“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,” she told Vogue. “We should discuss them in public and we should have this back and forth. 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.”
Give M.I.A.’s “Rewear It” a chance below.