Burberry The First Luxe Brand to Launch on Apple Music

British luxury brand Burberry is slowly, but surely adapting to the millennial generation. First it was launching a Snapchat with supermodel Cara Delevingne, and now its debuting a dedicated channel on Apple Music.

 Under the creative leadership of the brand’s Chef Creative and Chef Executive Officer Christopher Bailey, the channel will showcase Burberry’s unique collaborations with emerging and iconic British artists, featuring performances, songs and films as well as regular playlists celebrating British musical talent.

Announced on Tuesday, the luxury brand will launch on Monday, Sept. 21^st on Apple Music with a series of exclusive videos from emerging artists including Lilla Vargen, Georgie and Rhodes. There will also be a performance from the iconic British singer-songwriter, Alison Moyet, to be filmed at the forthcoming Burberry Womenswear show in London.

In a statement, Bailey said, “I am excited about our 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.”

“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. Music has always been intrinsic to what we do and I am excited about our 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,” he explained.

The brand has always been a fan as well as an advocate of British music. Burberry launched is first music platform, Burberry Acoustic, in 2010. Since its inception, fans have had an opportunity to become familiar with emerging British talent. To date, the YouTube channel has 101 performances that has been curated and filmed by Burberry, achieving more than 19 million views and counting. The most recent video uploaded to the channel is a performance by emerging singer-songwriter Georgie. He is seen singing “This Ain’t Heaven,” a track made exclusively for Burberry Acoustic.

Photo via Burberry