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The British-born rapper M.I.A. dropped her exclusive music video for the song "Rewear It" today — a collaborative effort between the artist and the fast-fashion giant H&M.
The video features M.I.A. and other dancers around the globe dancing amidst reusable textiles and is a part of H&M's World Recycle Week, which kicks off April 18-24, where the mass-market retailer hopes to collect 1,000 tons of unwanted garments from their customers in nearly 3,600 stores worldwide.
In an interview with Vogue, the rapper discusses why she agreed to join the initiative. "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. 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."
But that didn't stop people on Twitter from pointing out H&M's dark past with garment workers. Just this February, four people were injured in a fire at one of H&M's participating factories in Bangladesh.
Despite all of their efforts to achieve sustainability with this latest initiative and their ongoing Conscious Collections, the idea contradicts the fast-fashion chain's entire business model.
You can watch the video in its entirety below: