H&M has chosen London-based singer M.I.A. as the front figure of the World Recycle Week, starring in a campaign film inspiring customers to recycle their old clothes. With her great style, interest for sustainability and passion for the environment, M.I.A. personifies the conscious consumer.
Maya, why have you chosen to participate in H&M’s garment collecting film and how do you feel about it?
When a global brand like H&M is embracing an environmental issue like the waste problem and calls for the need for change, then you have to encourage it. There are of course obstacles but you can’t change everything in a day.
What does sustainability mean to you? What sustainable choices do you make in your own day-to-day life?
Just be conscious!
What are your tips for a sustainable style?
Rewear it!
Do you have a favorite item you have worn for a long time?
My mum’s animal print shirt she bought in 1987 and I’ve still got loads of clothes designed by my uncle Bala who worked in fashion here in London in the 80’s - and was my biggest fashion inspiration.
And finally - do you recycle your clothes?
I give a lot of my tour wardrobe and shoot wardrobe away. On the shoot for ‘Borders’ where we had to style 1000 extras, all the clothes were sourced second hand on location in India. Everything was then donated to a local organisation in Chennai, India that my friend and assistant director is involved in.
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