M.I.A.'s New H&M Campaign Video Teases A New Song
We first found out last month that M.I.A. is joining forces with H&M. While, at first, we were secretly hoping that it meant a clothing collab, we were pleased to hear they were teaming up for a greater cause—a charity initiative that involves recycling clothing. H&M customers will be able to bring unwanted clothing to stores to donate and will receive store credit in exchange.
To go along with the initiative, H&M has just released a new campaign teaser video featuring a clip from M.I.A.’s new song, called “Rewear It.” The artist is seen performing part of it on top of a stack of recycled textiles, amongst other models and dancers.
The full video for the song is expected to release this Monday. The song will touch on environmental issues, specifically the impact that landfills have on the environment. “World Recycle Week is about embracing important environmental issues such as the landfills, and highlighting a global movement,” stated M.I.A. in a press release from H&M.
The actual in-store donation event will take place during World Recycle Week, April 18to 24. The brand is hoping to collect 1,000 tons of recycled clothing from all over the world.
Watch the minute-long teaser video above, and be sure to watch out for the full release this Monday.