M.I.A and H&M's collaborative effort to encourage consumers to recycle their old clothing has taken the form of a music video aptly titled 'Rewear It'

A substantial case could be made to cite M.I.A as Hounslow’s most culturally significant export. The left-of-centre rapper belongs in a rare group of artists who’re as noted for their musical talent as they are their social activism. Although, thanks to her often politically charged lyrical content, the two worlds are never mutually exclusive.

Previously, M.I.A has used her platform to afford Tamils, Palestinians and African Americans a voice. Now, in collaboration with Swedish fast-fashion giants H&M, she’s helping to engage consumers and the wider fashion industry in a conversation about environmental concerns and sustainability.

We recently wrote about H&M’s World Recycle Week, an initiative that runs from April 18 – 24, and aims to collect 1,000 tons of discarded clothing (of any brand) in exchange for H&M vouchers. M.I.A’s creative talents were enlisted in order to publicise the campaign.

Having teased viewers with a ‘visual content piece’ for a track named ‘Rewear It’, a full-length video has now surfaced. In it, M.I.A stands atop a digitally enhanced plinth of discarded clothing, and in front of a textile constructed, tent while dancers (shot in various locations around the world) do their thing.