H&M is collaborating with style innovator and artist M.I.A for a message about re-wearing and recycling fashion with an exclusive track and music video campaign.
H&M is not only known for stylish, fast fashion, but they are at the forefront of clothing recycling and upcycling. The recycling initiative, known as Garment Collecting, was initiated in 2013 and has been one of their successful campaigns to promote fashion recycling.
This year to raise even more awareness, H&M teamed up with M.I.A for a music video campaign and an exclusive song called “Rewear It;” the video is jammed packed with tastemakers and social media influencers with a strong sense of style and attitude in a choreographed world scene. H&M has worked closely with choreographer Aaron Sillis to interpret M.I.A.’s music and lyrics into dance moves for the video.
The full music video with exclusive song “Rewear It” campaign dropped Monday at hm.com. M.I.A is the perfect ambassador for a line, which promotes the reuse of clothing through up cycling and textile recycling. If you want to participate in World Recycle Week, retail locations worldwide will be accepting second hand clothing starting the week of April 18th.
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