Alassane Sy stars alongside M.I.A. and a cast of global creatives in H&M’s World Recycle Week 2016 film


Alassane Sy joined H&M in Senegal to shoot part of its World Recycle Week 2016 film, which is airing now. Part of the brand’s ongoing move toward conscious consumerism and to bring the issue of sustainability in fashion to the fore, H&M has made this film to encourage customers to recycle their unwanted clothes in its stores from 18 to 24 April. The goal is to collect 1,000 tonnes of textiles, which will go on to be re-worn, reused or reborn into new fabrics.

The film features Sy alongside a roll call of influencers around the world including natural beauty bloggers Elizabeth and Victoria Lejonhjärta, comedian Fahad Albutairi, dancer Dytto, actress Yao Chen, ballerina Michaela Deprince, musician Dope Saint Jude and model Moffy. M.I.A heads up this cast and debuts her song Rewear It as the film’s soundtrack. “World Recycle Week is about embracing important environmental issues such as the landfills, and highlighting a global movement”, says M.I.A. The team worked with famed choreographer Aaron Sillis to come up with the dance moves that are the pulse of the narrative that takes us from the streets of Dakar to the skyscrapers of Hong Kong to the shores of Sweden.

Watch the film: