If there are two non-fashion industries that Burberry has most clearly aligned itself with during Christopher Bailey's tenure, they would be music and technology, the latter being a space in which the brand has prided itself on being an early adopter. At London Fashion Week a year ago, Burberry became the first fashion brand to test out Twitter's buy button. So it's wholly unsurprising that the British brand has decided to launch a channel on Apple Music, the $9.99-a-month streaming service that Apple unveiled in June. It's the first designer label to do so — although not the first player from the fashion world at large: Vogue has a channel, too.
The channel, which will feature videos in addition to playlists, will live in the "Curators" section of Apple Music. It's basically an extension of what the British fashion house has been doing since 2010 with "Burberry Acoustic," a portion of its website dedicated to hosting Burberry-produced videos of musicians and bands performing songs, often out of doors and often in trench coats. Its runway shows, too, usually feature live musical performances. This time around, though, Burberry has Apple's massive reach to play around with.
The playlists that Burberry already has live are "Emerging British Talent" (including artists like Palace and FURS), "From The Burberry Runway" (James Bay, Marina and The Diamonds) and "Christopher Bailey's Music Monday" (The Rolling Stones, Elton John). I'm listening to the first one as I write this, and it's all very cool and digestible — just the sort of mood-setting that will curry favor with everyday listeners. Burberry has also promising some videos, including a performance by singer-songwriter Alison Moyet filmed at its upcoming runway show on Sept. 21. Stay tuned for that.