M.I.A. gets frank about sustainable fashion
Rapper M.I.A. feels "no shame" in wearing the same outfits in music videos.
M.I.A. is encouraging people to recycle their old or unwanted clothes.
The London-based Paper Planes performer has collaborated with Swedish high street giant H&M on a track titled Rewear It, which is aimed at the conscious consumer and fuses environmental activism with fashion.
The video, which debuts on Monday (11Apr16), aims to raise awareness about textile recycling, encouraging fans to donate unwanted clothing so they can be used to create new products. It opens with a series of media reports in multiple languages urging people to take action about the "environmental problem" and "climate change".
With her passion for the environment and interest in sustainability, M.I.A., real name Mathangi Arulpragasam, felt she was a natural fit for the campaign.
"It just seemed like a logical thing to do, to get involved in a project like this and see how high-street brands are going to become a little bit more environmentally friendly and people-friendly," she told Vogue.com.
M.I.A. further explained that she is a fan of recycling styles when it comes to her own wardrobe. Breaking the typical popstar mould, the 40-year-old reveals she has "no shame" about being a performer who is seen wearing the same outfit twice.
"I re-wear everything. The jacket I wear in Paper Planes at the end, the blue sheepskin, I wear in the D.B.T. (Double Bubble Trouble) video,” she shared. "I even wear (things) in videos again! I have no shame about it, and I’m definitely not a pop star who has to wear something once and throw it away."
During World Recycle Week (18-24Apr16), H&M hopes to collect 1,000 tonnes of unwanted or worn out garments from customers worldwide in its more than 3,600 stores. The initiative is part of H&M’s goal to close the loop in fashion, recycling unwanted garments to create recycled textile fibres for new products.
© Cover Media