H&M is joining forces with artist M.I.A. for the retailer’s latest sustainable campaign, World Recycle Week, an ambitious Garment Collecting movement. From April 18th to April 24th, H&M, the first fashion company to launch a global garment collecting program, aims to collect 1,000 tons of unwanted garments from customers in its more than 3,600 stores worldwide.
The initiative is part of H&M’s goal to close the loop in fashion by recycling garments to create reusable textile fibers. To help raise awareness, M.I.A. has filmed an exclusive new music video for H&M highlighting the environmental impact of clothing going into landfills around the world. The video will debut on April 11th at hm.com.
To mark the first ever World Recycle Week, H&M intends to create a viral campaign to generate a global recycling movement. The video, starring M.I.A., features a diverse supporting cast including models, actors, dancers, and social media mavens, who will take to their social channels leading up to World Recycle Week, encouraging everyone to participate in the #HMrehaul video call to action.