It joins curators like Q Magazine, NME and Vice at the streaming service.

British fashion house Burberry has become the first major brand to get its own channel on Apple Music.

The channel will join others in the “Curator Playlists” section of the streaming service, and features playlists filled with tracks that align with the Burberry brand identity – think George Ezra, Adele, Jake Bugg and anyone else who exudes a faint sense of Britishness.

As well as playlists, Burberry will be using the channel to host exclusive videos, including performances set to be filmed at the Burberry Womenswear show in London on September 21. Burberry chief executive Christopher Bailey also has his own “Music Monday” playlist.

Apple Music’s curators were previously all names known for their association with music – NME, Pitchfork, Q Magazine and Rolling Stone to name a few. Burberry’s involvement isn’t without precedent though – in 2010 it began a series of videos under the Burberry Acoustic banner to position itself as more of a lifestyle brand.

Apple also has a former Burberry staff member on its payroll – Angela Ahrendts left as boss of the brand to become head of retail and online at Apple in 2014.