M.I.A. Drops "Rewear It" For H&M World Recycle Week Project
Mon, 11 Apr 2016 11:08:14
M.I.A. has released "Rewear It" as part of H&M's World Recycle Week project. The track encourages shoppers to return unwanted clothes to H&M stores around the world. The video along with an interview with M.I.A. about the project were released today on Vogue.
M.I.A. told the outlet, "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."
She went on to tell Vogue how she reacted when H&M asked her to participate, "At the time I was still recording, and I'd been in India a lot and I was thinking about those issues, and paying attention to the new generation in India and how they're going to approach fast fashion. So 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."
When asked if she thought there was a lack of social consciousness in the music industry today, she responded, "One hundred percent. I think that's why it's good if fashion brands can slowly get around to it—the change has to start somewhere, and I think if they can slowly get around to it, you've got to give them a gold star and a pat on the back, and you've got to be encouraging. You can't discourage it and divide them into [labels] who make it in organic, hemp fabric are more righteous and they deserve to be represented, and all high-street brands are evil. I don't think we should build walls like that. I think it's the same with musicians; the industry is set up to pit one against the other. You're either a conscious musician or you out and out represent the evils of the industry, just glitzing through everything and making money. It's true, it does work like that, but that needs to change if we can level things out. Even me doing something like this, working with high-street brands and fashion brands is something that I've been reluctant to do at all. Even though it's about recycling and the environment, and it's not me promoting a swimwear brand for the summer or something, it's still me working in a mainstream arena."
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—The ARTISTdirect Staff