MIA wants you to care about the impact of of clothes going to landfills around the world in partnership with H&M as part of World Recycle Week, a global H&M initiative that’s part of H&M’s goal to close the loop in fashion and recycle unwanted garments to create recycled textile fibres for new clothes. During this year’s World Recycle Week, H&M aims to collect 1,000 tonnes of garments. To raise awareness, M.I.A has filmed an exclusive new music video for H&M, highlighting the environmental impact of clothes going to landfills around the world. The video will debut on hm.com on April 11 and marks the start of the campaign – the actual World Recycle Week takes place April 18 – April 24.
H&M first launched the Garment Collecting program in 2013. The idea is simple: Bring your unwanted clothes (from any brand, in any condition) to your nearest H&M store. H&M will recycle them and create new textile fibre, and in return you get vouchers to use at H&M. Everybody wins!
Hopefully, Garment Collecting will become a natural part of fashion. Alongside M.I.A’s insanely cool music video (seriously, it’s a must-watch), bloggers and characters from the video will also film rehaul clips, showing the pieces they will recycle during World Recycle Week. That’s right – haul videos are so last season, rehaul is the new new.