Dive Brief:

• Burberry launched its fall 2016 menswear collection Monday by live-streaming it on its new Apple TV channel. 
• Viewers were treated to a runway show of outerwear styles and a live concert from musician Benjamin Clementine, who also scored the 2014 show. 
• The special Apple/Burberry relationship dates to 2014, when the tech company gave the label iPhone 5s to shoot content ahead of the handset’s general release. Apple's head of retail, Angela Ahrendts, was also the former CEO of Burberry before moving to Apple.  

Dive Insight:

Burberry, a leader in mobile promotions, launched its own Apple TV channel yesterday to broadcast its fall 2016 menswear show. The event featured a performance from British singer/songwriter Benjamin Clementine in addition debuting styles on the catwalk.

While it was the first fashion show from a luxury brand to live-stream on Apple TV, Burberry has been an innovator in using the latest apps to promote its apparel and accessories. Last fall, the venerable marque used Snapchat to tease a print campaign and broadcast its London Fashion Week runway show.

Burberry’s Apple TV channel will feature a variety of content including past runway shows, beauty tutorials, and videos from emerging musicians featured on the Burberry Acoustic streaming music channel on Apple Music such as Lilla Vargen and Tenterhook.