Last month it was reported that M.I.A. would be partnering up with H&M for her latest global initiative, World Recycle Week. During the week of April 18-24, H&M encourages costumers to bring in “textiles you no longer want” into local H&M stores. They hope to collect 1,000 tons of unwanted articles of clothing. With this initiative they remind people that there are three ways to repurpose unwanted clothing: rewear, reuse, or recycle.
To help bring attention to this important cause, M.I.A. uses the power of music to help get the point across. Today she and H&M share their campaign video titled, “Rewear It.” The short clip shows visuals of people from around the world, dancing as M.I.A. recites, “‘Cuz this generation / we rewear it.” The full music video is set to be released on H&M’s website on April 11.
Watch the campaign video above, and learn more about the project here.
