M.I.A. doesn't align herself with many campaigns, so to see her star in H&M's promotion for World Recycle Week is a welcome rarity. For the collaboration, the singer-songwriter created a song titled "Rewear It" in an effort to raise awareness for H&M's new initiative for a global fashion movement. From April 18 to 24, the company is encouraging customers to donate their unwanted clothes at any of its stores to be reused, reworn, or recycled, in an attempt to reduce landfill waste.
Following the release of the trailer, the official music video premiered on Vogue this weekend. Shot between West Africa, Asia, America, and Europe, M.I.A. leads the way atop pillars of folded fabrics while a variety of dancers work it across the globe.
"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," M.I.A. told Vogue. "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.”
Watch the entire narrative unfold, above.