Today the 11th has been released 'Rewear it', the song that the rapper MIA has made to star in the global campaign H&M World Recycle Week (H&M World Recycling Week), an initiative that will begin on April 18 and with which they hope to gather in the 3.600 stores that the brand has around the world the amount of 1.000 garments.
With 'Rewear it' and the H&M World Recycle Week it is hoped to raise awareness about the environmental impact of all clothing that ends up dumped in landfills. In addition, all the people who collaborate by contributing any type of clothing, regardless of their status, will receive in exchange a discount coupon to use on their next purchase. This is a point that some have criticized, accusing the brand of benefiting from this campaign; In fact, the brand has been carrying out this same action since 2013, only now it has had the collaboration of MIA to try to get the message to a younger audience.
"Join a new global fashion movement for the planet" is the slogan that H&M shows in the video clip for 'Rewear it', in which MIA appears dancing on top of a column of clothes while the images show young people from all over the world dancing. The press release that accompanied the premiere of the video clip tells that H&M worked with choreographer Aaron Sillis to help them «Interpret the music and lyrics of MIA in dance steps», and the result speaks for itself. 'Rewear it' may not be the best MIA song but the ability of this woman to create songs that only at the first listen end up being hypnotic is undeniable.
As always, in the last notes we have written about MIA, it is impossible to finish without saying once again that, in the absence of a release date for that happy new album that never arrives, news like this is always welcome.
Premiere! H&M featuring MIA @miauniverse for #WorldRecycleWeek Full version at https://t.co/yfWWOUwFTd pic.twitter.com/JFuqKc0KHK
- H&M (@hm) April 11th 2016