A typically colourful and global clip from the pop agitator.
M.I.A has teamed up with clothing brand H&M for a new song and video ahead of next week’s World Recycle Week (April 18-24) during which shoppers are encouraged to recycle old unwanted clothes for store credit at the high street chain.
Having dropped two new tracks last month including The Lion King-sampling ‘MIA OLA’, the ‘Rewear It’ video sees dancers in Iceland, Senegal and America dance on tops of piles of fabric. In an accompanying interview with Vogue, the singer admits she was “reluctant” to do the campaign. “Even though it’s about recycling and the environment, and it’s not me promoting a swimwear brand for the summer or something, it’s still me working in a mainstream arena.
“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. We should discuss them in public and we should have this back and forth,” she continued. “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.”
Watch the video above via Vogue. M.I.A’s follow-up to 2013 album Matangi is expected later this year.