With H&M drawing their attention to the act of recycling, what better way to promote company efforts than through an interactive campaign that holds a powerful message. Of course this is no ordinary motion clip, since M.I.A. has joined forces to bring voice to the scene, and once more, style to a movement worth quoting. In fact, the message behind this entire landscape is best laid out by the musical sensation herself:
“Everyone has to decide that something has to be done regarding the environment right now.”
“Rewear it” adds a sense of energy and freedom visually, along with a clear sound that follows great levels of honesty and authenticity. Just as well, we have the “Paper Planes” artist to channel her thoughts, steering ideas that take off into a musical adventure. At the least, this track is certainly worth a listen.
By intertwining colourful presentation, team spirit and symbolic imagery; each clip is straight-to-the-point, supported by repetitive words that really drum home a concrete meaning. One thing’s for sure, this offering has been classically established from start to finish, designed to keep our imagination spinning. It is encouraging that such collaboration manages to uphold M.I.A.’s dynamic side, while simultaneously reflecting the companies aspirations, just before twisting this into something rather unique. With free-flowing choreography and an almost broken sound to match, it is clear that this journey speaks volumes all the way.
So what exactly is H&M aiming to do, you may be wondering? Well, the high-street brand is currently reaching out to their shoppers with the hopes of collecting 1000 tons of used clothing, therefore encouraging the act of recycling by taking the chain full circle. This may just be bold enough to keep buyers attuned, and with the level of competition present, at least the brand has M.I.A. on side to match their decisions:
“It just seemed like the 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. – I re-wear everything.”
Click play on the visual above and tell us what you think of H&M’s mission.
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