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Burberry launches Apple Music channel in first collaboration since Angela Ahrendts hire

UK fashion house Burberry on Monday announced a new streaming channel for Apple Music, marking the companies' first official product collaboration since Apple hired former CEO Angela Ahrendts to head its retail arm.




Launched today, Burberry's Apple Music channel features content from the firm's Burberry Acoustic initiative, a program that highlights up and coming artists, reports The New York Times. The project has so far yielded about 100 performances.

To introduce the new channel, Burberry plans to incorporate exclusive video footage of British artists to be recorded at this year's Womenswear show scheduled for Sept. 21 in London. Burberry is expected to host the video content, as well as playlists, individual tracks and more, through Connect, allowing subscribers to share clips via social media and messaging.

Apple previously worked with Burberry in 2013 when it supplied the fashion house with then-unreleased iPhone 5s hardware to document the Prorsum Womenswear S/S14 show. For Apple, the collaboration was an opportunity to promote iPhone's image capture capabilities and drum up interest ahead of launch.

Shortly after the runway event, Apple announced the hire of Burberry CEO Angela Ahrendts, a fashion industry heavyweight who took the spot of ousted retail chief John Browett. Ahrendts has reportedly played a crucial role in creating a more luxurious Apple Store experience. For visitors, that means accessories hidden behind bespoke wooden cabinetry, slick device displays and "premium" packaging for third-party products.