H&M is joining forces with artist M.I.A. for the fashion retailer's latest sustainable campaign, World Recycle Week, an ambitious garment collecting movement. Starting from April 18 to 24, H&M, the first fashion company to launch a global garment collecting programme, aims to collect 1,000 tons of unwanted garments from customers in its more than 3,600 stores worldwide.
This 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 video for H&M highlighting the environmental impact of clothing going into landfills around the world. The video will debut on 11 April at hm.com.
H&M intends to create a viral campaign to generate a global recycling movement to mark the first ever World Recycle Week. 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 ‘#HM rehaul’ video call to action.
The term ‘rehaul’ is being exclusively used as the antithesis to a blogger haul video, which typically show items recently purchased. #HMrehaul videos will exhibit customers around the world filming the garments they intend to recycle followed by a drop off at their local H&M store's collection bin, available in every store worldwide.