M.I.A. Previews New Track “Rewear It” In H&M Campaign Video
Update: the full “Rewear It” clip is out now.
Big brands are tapping all the best U.K. artists this spring: Skepta’s in the Uniqlo campaign, FKA twigs teamed up with Calvin Klein on a “Good To Love” visual, and Stormzy dropped a freestyle in Tokyo, courtesy of adidas Originals.
This March, H&M announced that they would be working with M.I.A. on an environmentally-conscious project around World Recycle Week, with a video due April 11. A trailer is now online for “Rewear It,” which is also the name of the new song performed by M.I.A. in the video above.
In the lavish clip, M.I.A. dances and raps on a stack of recycled textiles, and in amongst tents and skyscrapers also constructed from these fabrics. A cast of models and dancers—including Yanis Marshall, who you might have seen slaying Beyoncé routines in heels—also feature, with choreography by FKA twigs collaborator Aaron Sillis.
M.I.A. may have a sticky relationship with brands in the past, but it seems like she’s figured out a way to work with a global retailer for the greater good. “World Recycle Week is about embracing important environmental issues such as the landfills, and highlighting a global movement,” said M.I.A. in a press release from H&M.
The World Recycle Week campaign runs April 18-24, during which H&M aims to collect 1000 tons of unwanted clothes from customers around the world. The full “Rewear It” video is due April 11.