Image: Farfetch

Farfetch is the latest fashion industry player to jump into the Apple Music game, launching a new channel under the streaming service’s fashion header this week.

The London-based e-commerce marketplace follows in the footsteps of both Alexander Wang and Burberry who already curate their own music for the platform.

Farfetch will use it to share two different playlists. The first, “Songs from the Shoot”, will comprise music selected by the creative team behind the site’s editorial shoots, as well as its featured stars. “Tune Tuesdays” meanwhile, will be curated by Farfetch editors each week and be inspired by current themes and events.

The company will also integrate Apple Music into Farfetch.com and its iOS app, Farfetch Discover. Rather than being a bid for shoppers to listen to tracks as they browse specific product pages, this is about connecting the music with Farfetch’s editorial content. On the website homepage at present for instance, there’s a feature with singer Maxwell highlighted with a call to “read, shop and listen”. At the bottom of the interview with him is then the Apple playlist widget.

CMO Stephanie Horton, said: “At Farfetch, we’re always thinking of new ways to enhance our customers’ shopping experience.” She referred to the partnership as a new way to create something immersive for consumers: “[It] will not only allow our customers to feel like they’re part of the creative process that takes place on set, but is also the perfect merging of tech and fashion.”

Of course, there’s also the kudos of being embedded in Apple Music itself that helps. Indeed speaking to WWD, Horton added that the move was particularly about brand awareness (and presumably a customer acquisition drive). “This new partnership allows us to connect with our customers at multiple lifestyle touch points, as they may want to access playlists while working out or driving during their commutes, as well as shopping the app,” she explained.

Image: Farfetch