M.I.A. is the star of H&M’s global initiative, World Recycle Week, featuring a video inspiring customers to recycle their unwanted clothes. With her personal style, interest for sustainability and passion for the environment, M.I.A. personifies the conscious consumer with a social awareness. Since the launch of the Garment Collecting initiative in 2013, H&M’s goal has been to close the loop in fashion, recycling unwanted garments to create reusable textile fibers for new products. During the campaign period, April 18-24, H&M aims to collect 1,000 tons of unwanted or worn out garments from customers worldwide in its more than 3,600 stores.