British fashion-heavyweight Burberry has teamed with Apple Music, which launched back in June this year, to create its own music channel.

Video content will be posted in the run-up to, during and after the brand’s SS16 showing at London Fashion Week on September 21st. Thereafter content will continue with the company’s fervent and typical support of British-based, independent artists, who have become an integral part of Burberry’s lifestyle re-positioning.

This comes as no surprise, really, considering the brand’s joint CCO and CEO, Christopher Bailey, has been modernising – with a significant digital overhaul – the luxury giant ever since he was appointed over ten years ago in 2004. Back in 2010 the brand was the first to simultaneously broadcast the show live in 3D from various locations around the globe (as well as being able to access a 2D live-stream on the company’s website); and last year, viewers were able to purchase runway looks immediately after being shown via their website. It’s also not the first time Apple and Burbs have collaborated: two years ago the brands joined forces, with Burberry using the iPhone 5s to stream the show.

Of course there’s also Bailey’s own obsession with music full stop. The designer loves nothing more than a live voice or instrument – it’s the reason we’re treated to a live performance from his latest musical fixation at his every runway show. The latest, at SS16 menswear? The soaring vocals of Hertfordshire’s Rhodes, complete with backing orchestra. If you don’t mind.