Initiating “World Recycle Week” H&M partners up with the eccentric artist M.I.A to lead the campaign and add her influence into it throughout the 18th until the 24th of April 2016.
All over it’s 3,600 stores and more, H&M aims to collect around 1,000 tones of unwanted, or worn garments from customers worldwide. The commencing initiative is part of H&Ms goal to close the loop in fashion; the residue of all the recycled garments will be the production of recycled textile fibers, and craft like materials for new products.
Assisting them within that initiative is M.I.A, the artist filmed an exclusive new music video for H&M. She sings, “Regenerate the nation” to “This generation, we re-wear It.” and awhile that, she puts light on the environmental impact of clothes, as well as effervescent video features, filmed across the globe. Other than that, the video sheds light on appearances by Model Moffy, actress Yao Chen, Dancers Yanis Marshall, Arnaud, Mehda, and Saudi Arabian Actor/Stand Up comedian Fahad Al Butairi, as well as others.
Although H&M’s bold statement of “Reduce, Reuse, Recycle”, as genuine as it is, it seemed to contradict several factors that were held against the brand itself.A documentary titled “The True Cost” by filmmaker Andrew Morgan, talks about the conditions of the laborers that manufacture, and create garments for fast fashion companies around the world.
Falling right into it, is H&M – the brand has previously received an abundance of criticism about it’s fast fashion status, not to mention the cost of it’s production; be it via the excessive unattainable labor by workers in Asian countries, or the environmental risks that lay aside. The question that puzzles my mind is, could their recycling movement be a step towards better environmental, and production conditions? Does it show that H&M is aware of it’s damages? Or is it just a way of diverting the media from pestering them about the situation?
Now M.I.A isn’t one to hold back, or bite her tongue about things, that’s pretty clear and is shown throughout various interviews – when she was asked about how she felt about joining the H&M initiative, she said: “If all that H&M does 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” she told Vogue. “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.”
If celebrities, social media influencers, and representatives are giving it a chance, why don’t you? Make a difference.