NEW YORK–(BUSINESS WIRE)–#MIA—M.I.A. is the star of H&M’s global initiative, World Recycle Week,
featuring a video inspiring customers to recycle their unwanted clothes.
With her personal style, interest for sustainability and passion for the
environment, M.I.A. personifies the conscious consumer with a social
Since the launch of the Garment Collecting initiative in 2013, H&M’s
goal has been to close the loop in fashion, recycling unwanted garments
to create reusable textile fibers for new products. During the campaign
period, April 18-24, H&M aims to collect 1,000 tons of unwanted or worn
out garments from customers worldwide in its more than 3,600 stores.
U.S. customers who participate in recycling will receive a 30% off
coupon during the World Recycle Week period.
To raise awareness M.I.A. wrote the song ‘Rewear it’ exclusively for H&M
and the World Recycle Week campaign. H&M has worked closely with
choreographer Aaron Sillis to interpret M.I.A.’s music and lyrics into
dance moves for the campaign’s video.
“World Recycle Week is about embracing important environmental issues
such as the landfills, and highlighting a global movement.” says
The video features M.I.A. together with an eclectic cast of influencers
and inspirational people from all over the world, including actress Yao
Chen and model, Moffy. Also included is a range of talent from music
artists, dancers, comedians and people with a passion for environmental
and social sustainability issues, all with a strong personal style and
attitude. The video uses dance as the connection between a diverse
community of people to highlight the importance of garment collecting
and recycling. The full campaign video will be featured at hm.com
on April 11, 2016.
This is one of the most extensive environmental projects that H&M has
undertaken. Join H&M and M.I.A. in a global fashion movement for the
For the full video click here.
For more information on Garment Collecting and Close the Loop, please
H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is
quoted on Nasdaq Stockholm. H&M’s business idea is to offer fashion and
quality at the best price in a sustainable way. In addition to H&M, the
group includes the brands & Other Stories, Cheap Monday, COS, Monki and
Weekday as well as H&M Home. The H&M Group has more than 3,900 stores in
61 markets including franchise markets. In 2015, sales including VAT
were SEK 210 billion and the number of employees is more than 148,000.
For further information, visit hm.com.