In the latest example of luxury colliding with fashion, Burberry has become the first retailer to create a dedicated channel on Apple Music. The new chic streaming service, which aims to compete with free streaming websites such as Spotify and Jango, lists Burberry as a curator, and will offer subscribers exclusive content from the brand’s channel.
This is the most recent display of collaboration between the fashion label and UK artists. Burberry has previously partnered with the likes of Tom Odell and George Ezra for runway shows and retail campaigns.
The collaboration is particularly salient as it’s the first time Apple has worked with Burberry since it poached former CEO Angela Ahrendts to become Vice President, Retail and Online in 2013. There have been rumours that she would partner with current CEO and CCO Christopher Bailey since.
“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,” said Ahrendts.
“Music has always been intrinsic to what we do and I am excited about our partnership with Apple on this amazing platform” she added.
The partnership with Apple is the latest initiative by the luxury lifestyle brand to remain the digital luxury leader. Subscribers to Apple Music can follow Burberry for access to musical updates and behind-the-scenes stories.