MILAN, Italy — On Saturday, 19 June at 3pm Milan time, 2pm London time and 9am New York time, The Business of Fashion is pleased to bring you the livestream of the Burberry S/S 2011 menswear collection. BoF is one of the selected sites from around the world — and one of only a few sites based in the UK — to stream the show, which this season sees the launch of Burberry Acoustic, a new ongoing initiative with emerging British music talent, curated by Christopher Bailey.

“We felt that with the great interaction that we have experienced with our social media website artofthetrench that we could collaborate with musicians and artists to put together an incredible group of ongoing acoustic sessions from some of the finest talent coming out of the UK and bring them to the broad global Burberry audience,” says Bailey of the new cutting-edge fashion-music-film initiative.

Burberry Acoustic - Life in Film | Source: Burberry

The first song to be released under the Burberry Acoustic banner is Alleyway, a catchy acoustic set by Life in Film, whose “dark pop, Kings of Leon style melodies are downcast, morose flirts with Nick Cave which invoke the feeling of being in the centre of a glitter war,” according to London’s Independent newspaper. “They’re the lustrous recession musicians taking British pop away from disco tunes and towards dusty barroom dancefloors, circa Tamla Motown.”

Perhaps in a sign of marketing integration for which Burberry has become known, I wonder if some of these musicians may also make it into Burberry’s ad campaign for the season. Real people making real music showing real clothes from the world’s first truly digital luxury brand. Quite a concept indeed.

After the show, BoF will also have an exclusive interview with Christopher Bailey to ask more about this new initiative, so stay tuned for more news about Burberry Acoustic from The Business of Fashion from Milan.