M.I.A.’s anthem for H&M
To kick off their worldwide recycling drive, the brand bets on a catchy tune
High street major H&M has beat the UN to it and declared World Recycle Week. Between April 18 and 24, the brand will turn its stores worldwide into recycling centres. You can drop off your old clothes and they’ll reuse or repurpose them to make what they call ‘closed-loop’ products, ie clothes that are made using no additional materials. This is H&M’s third year running the collection drive and to take its message far and wide, it has roped in Sri Lankan-British rapper M.I.A. to create a single, Rewear It. The singer is a longtime fashion ally: she’s modelled for Marc Jacobs, designed for Versace and debuted her last single, Ola, at Stella McCartney’s Paris Fashion Week show last month.