M.I.A has joined forces with H&M for ethical project aiming to collect and recycle1,000 tons of clothing.
The retailer’s latest sustainable campaign is part of World Recycle Week and they will be the first fashion company to launch a global garment collecting program.
To raise awareness, M.I.A has filmed an exclusive new music video for H&M, highlighting the environmental impact of clothes going to landfills around the world.
The video will debut on HM.com on April 11 and will feature a variety of bloggers.
H&M hope that garment collecting “will become a natural part of fashion” and will also be promoting the filming of rehaul videos where people can show videos of pieces they want to recycle.
H&M said: “The aim is to create a closed loop for textiles, so that unwanted clothes can be reused and recycled to create fresh textile fibres for new products. The long-term goal is to have zero garments going to landfill, as well as saving on natural resources.
“The idea is simple: Bring your unwanted clothes (from any brand, in any condition) to your nearest H&M store. H&M will recycle them and create new textile fibre, and in return you get vouchers to use at H&M. Everybody wins!”
World Recycle Week takes place April 18 – April 24.