M.I.A. Encourages You to ‘Rewear It’ in Snappy Video for H&M
An international eco-chic project with the Swedish retailer
The full version of M.I.A.‘s sartorially conscious “Rewear It” has cropped (ha) up online, debuting today at Vogue. Produced by H&M for the retailer’s World Recycle Week project, the track and its accompanying video encourage shoppers to return unwanted clothes to the brand’s stores.
“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,” the British-Sri Lankan star told Vogue. She also testified to her own ecological credentials: “I’m definitely the person who puts water in the shampoo bottle at the end.”
There’s no denying the appeal of the slickly produced visuals, including M.I.A. atop of a skyscraper made of folded textiles and dozens of talented dancers busting moves all over the world. As for the song… well, we won’t be terribly disappointed if “MIA OLA” beats out “Rewear It” for a slot on upcoming album Matahdatah (which does not yet have a release date). Watch the full-length “Rewear It” video below.