M.I.A. promotes recycling with fresh beats.
M.I.A. teamed up with H&M to be the face of their World Recycle Week initiative. The collaboration produced an eco-friendly anthem titled “Rewear It,” which will support their joint-goal to collect 1,000 tons of pre-owned clothing from H&M shoppers.
“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,” she tells Vogue. “We should discuss them in public and we should have this back and forth. 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.”
The music video was shot Senegal, Iceland, America. “It was pretty global,” she recalls. “I was supposed to shoot my part in America, but I didn’t get the visa, so mine was shot back in Europe. I think it was important to include everybody, because you’re never going to stop the high-street brands from going into all of these markets, but you have to figure out how they communicate to the new generation and are part of that conversation, if you can educate kids to be more conscious.”