British fashion label Burberry will be the first brand to have a dedicated channel on Apple Music, following a deal between the iconic luxury designer and the tech giant.

The Burberry channel will be hosted within the Curators section of Apple Music, and will feature live performance videos from established and new British acts, including exclusive performances from the Burberry Womenswear show happening in London later this month.

The Curators section of Apple Music has previously hosted channels put together by musicians, genre experts and music critics from publications like Rolling Stone, NME and Pitchfork.

This is the latest in a series of efforts Burberry has made to associate its brand with music in the past few years, including its Burberry Acoustic series which began in 2010 as a way for the company to strengthen its perception as a lifestyle brand by forging links with the UK independent music scene.

The partnership is also notable for being the first time Burberry and Apple have worked together since the designers chief executive Angela Ahrendts left to become Apples senior vice president of retail and online stores.

Following Ahrendts move to Apple, speculation was rife that the two brands would work together, particularly when the luxury-focused Apple Watch was announced. Its unclear whether or not Ahrendts had anything to do with the Apple Music deal, but it may be the first in a series of alliances between the two brands.