The UK-based artist has written a song titled “Rewear It” for the campaign, which encourages shoppers to recycle their old or unwanted clothes. The retailer has turned the track into a video featuring the singer and an eclectic cast of stylish and sustainability-conscious influencers from all over the world, including musicians, dancers and comedians. From April 18-24, H&M aims to collect 1,000 tonnes of unwanted or worn out garments from customers worldwide in its more than 3,600 stores, as part of its goal to “close the loop” in fashion.
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M.I.A. fronts H&M’s World Recycle Week