Fashion brand Burberry is coming to Apple Music with its own channel, and it plans on bringing a lot of luxury with it.
The company will curate its own channel on Apple Music starting Tuesday, offering listeners a taste of performances, songs and films that have come out of Burberry’s work with British artists.
“I am excited about our partnership with Apple on this amazing platform which will enable us to take what we do now with Burberry Acoustic and share it with an even bigger audience,” Christopher Bailey, Burberry’s CEO, told The New York Times.
The new Burberry channel is the first collaboration between Cupertino and the high-end fashion retailer since Apple hired former Burberry CEO Angela Ahrendts to run retail and online sales. Some analysts speculated that the two companies might collaborate on fashion items for the Apple Watch, but it was revealed last week that rival Hermes will be the first to launch an official Apple Watch partnership with the iPhone maker.
Burberry is the first fashion brand to create a custom channel on Apple Music, although other brands like Pitchfork, Wired, GQ and Rolling Stone jumped on at launch. The luxury company currently has three playlists: Emerging British Talent, From the Burberry Runway and Christoper Bailey’s Music Monday. More exclusive music is on the way when the channel hosts its first emerging artists set at the Burberry Womenswear show September 21.