Luxury British fashion house Burberry has become the first brand to launch a dedicated channel on Apple Music.
The maker of £1000 trenchcoats will use the channel to showcase its collaborations with British artists.
It marks the latest step in Burberry chief executive Christopher Bailey’s attempt to entangle the worlds of fashion and music.
The FTSE 100 company has previously teamed up with singers such as Tom Odell and George Ezra for runway shows and campaigns.
Bailey said: “There are so many extraordinary British artists and it is a privilege to have the opportunity to work with them and showcase their incredible talent. Music has always been intrinsic to what we do and I am excited about our partnership with Apple on this amazing platform.”
It will launch Burberry with exclusive videos from emerging artists such as Lilla Vargen and Georgie alongside a performance from Alison Moyet, to be filmed at the forthcoming Burberry Womenswear show on September 21 in London.
Subscribers to Apple Music will be able to find and follow Burberry in the ‘Curators’ section.
The Apple Music streaming service was launched in the summer, with hopes of competing with companies such as Spotify.
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