The news of Burberry and Apple's union will come as no surprise to many. Burberry are tech pioneers, music supporters and promoters and even its former CEO Angela Ahrendts is now Apple's senior vice president for retail and online. Whilst Apple is cashing in on the fashion industry, and keen as ever to strengthen its ties with the key players.
The partnership between Apple and Burberry is not exactly fashion focussed however, as it is revealed that Burberry will be the first ever fashion brand to have an official presence on Apple Music.
The new Burberry channel on Apple Music makes its debut today and will spotlight an array of emerging artists, plus a special tie-in with Burberry's upcoming Spring/Summer 16 show, which is set to take place next week during London Fashion Week.
The British heritage brand's new musical channel can be found in the 'curators' section of Apple Music and will screen never-before-seen videos from artists such as Lilla Vargen, Georgie and Rhodes and Alison Moyet.
Alison Moyet will perform at the Burberry show on September 21 and the special performance will also screen on the dedicated Apple Music channel following the show.
Burberry's Christopher Bailey sees the new partnership with Apple Music as an extension of Burberry Acoustic, an initiative he pioneered and launched five years ago.
"This partnership with Apple Music is an exciting next step in a long-standing relationship with Apple and in our support of emerging British talent. The platform is a perfect fit for us because it allows us to take our unique collaborations with British musicians both new and established to as many music fans as possible and in a deeper and more connected way than ever before," a spokesman from the company said.