Last month, M.I.A. and H&M announced their collaborative campaign to bring awareness to World Recycle Week. The charity initiative involves recycled clothing donations from H&M customers, in exchange for store credit. Now the campaign sees to an aptly titled theme song, “Rewear It” to accompany the initiative.
In the teaser video, M.I.A. 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 itself will touch on environmental issues, specifically h 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.
Watch the minute-long teaser video below, and be sure to watch out for the full release this Monday.