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The channel will be found in the new “Curators” section of the app, and will reportedly feature hand-picked playlists, songs, videos, and live performances of both established and up-and-coming British artists.
The brand, best known for its often-imitated tartan pattern, has blended the fashion and music industry for years. In 2010, the company launched their Burberry Acoustic project, which showcases live acoustic sessions featuring bands that the brand loves, admires, and believes in. The company is also famous for featuring live performances at their runway shows, with artists such as Rhodes and Clare Maguire.
The pairing may be beneficial to both brands. Burberry will likely gain a fair amount of exposure from the channel, effectively expanding their brand’s awareness.
Burberry CEO Christopher Bailey recently said in a statement that he is “excited about the 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. Apple will possibly reach a new audience with the channel, and the pairing helps to bolster their growing reputation as a luxury lifestyle brand.
Burberry is looking to launch the channel at its womenswear show in London on September 21st, featuring an exclusive content series and a live concert by Alison Moyet.