The British model Rosie Huntington-Whiteley stars in new ads for the Burberry Body scent.

Okay, so Burberry Creative Director Christopher Bailey actually worked with British band the Feeling to re-work one of their old songs, Rosé. But the brand is co-opting the resulting single — the designer label is self-releasing the acoustic, string version of the song, plus a new accompanying video, on iTunes on Monday, which is a first for the fashion industry.

Bailey wanted to create an “iconic” soundtrack to go with the house’s new fragrance, Burberry Body, simultaneously reflecting how music is an integral part of the Burberry image.  And what better way to do that than to help offer a single they helped create?  We admire how the brand is moving beyond the mere musician-as-muse meme to work closely with the creative, nuts and bolts side of the industry in order to closely incorporate music into its vision.