H&M reveals World Recycle Week Campaign
From 18th to 24th of April the Swedish brand H&M will hold a World Recycle Week: 1,000 tonnes of old clothes of its customers are planned to gather in one week. Mass-market is famous for its projects for the protection of the environment — a collection of wedding dresses from recycled materials and Conscious Collection consists of environmentally friendly fabrics.
«We see that our customers are very interested in the opportunity to become more aware in relation to fashion. And because we want to make them part of its decision on the protection of the environment. The planet’s resources are limited. If we want to continue to enjoy the fashion, we have to find a way to more efficient use of these resources. H&M is working for a sustainable future of fashion, which means that we want to create the cycle of things in vogue, when the old clothes can be turned into the new without the use of additional materials», — said Anna Gedda, a spokeperson of H&M.
The face of the World Recycle Week campaign became singer M.I.A., she specifically for the project released clip «Rewear it», showing the ecological problems of the modern world. «This initiative draws attention to global problems such as landfills things, and calls for their decision», — said M.I.A.