Which luxury labels are partnering up with streaming services?
You've seen them on the runway, poured over their magazine spreads, and even made an impulsive purchase or two. Now let your favourite designers soundtrack your life. From Burberry to Alexander Wang, 2016 became the year that you're just as likely to see a luxury label pop up on Apple Music as you are grace the pages of Vogue.
The fashion industry has always shared a close bond with musicians, calling upon artists like Kanye West, Rihanna and Lady Gaga to front campaigns, collaborate with labels and even create and design their own lines - up until recently though, this relationship was relatively one-sided. Keen to increase awareness and create a brand identity that transcends the world of fashion, an increasing number of luxury brands have chosen to collaborate with streaming sites like Apple Music and Spotify. Amongst those choosing to curate playlists and share photoshoot soundtracks are French fashion house Chloé and UK e-tailer Farfetch.
Given Apple's huge global audience and well-established reputation, the streaming site is seen as a safe pair of hands. Which is why brands looking for a low-risk collaboration are keen to embrace this uncharted territory.
Apple Music's latest fashion recruits are no doubt hoping to follow in the footsteps of Burberry - who as a brand have seamlessly made music a part of their DNA. The Burberry channel champions British music and features performances from both established and up-and-coming British artists, many of whom have performed live during Burberry's shows. It's this savvy cross-promotion technique that has enabled the brand to connect with consumers outside of the realms of fashion and successfully elevate its status from luxury retailer to lifestyle brand.
Similarly fashion favourites like Christian Louboutin and Maison Kitsuné (which is both a fashion brand and a record label itself) have utilised Spotify to offer customers an immersive brand experience through their dedicated playlists.
Words: Dan Flay
Image via Vogue