H&M has launched a music partnership to help boost the profile of independent musicians while rewarding its loyal customers with exclusive events.

H&M Music is a benefit on offer to its online ‘member’ customers, giving them the chance to “discover new artists, access exclusive live events, and receive other music-related rewards”.

As part of the loyalty programme the fashion retailer aims to “give back to the music industry” by supporting up-and-coming talent and independent music venues.

H&M has worked with partners – including record label AWAL and live event ticketing platform DICE – to build an original platform to identify artists who overlap with the retailer’s target audience and manage experiential elements for the collaboration.

Gabrielle Aplin is the first artist the fashion brand has collaborated with and will be performing at a private H&M Music concert in London on October 3. Tickets are on sale to H&M members for £5, and all the proceeds will be donated to CoppaFeel! – Aplin’s charity of choice.

As part of the programme the singer-songwriter has co-designed a limited-edition capsule collection which includes two T-shirts, a hoodie and a sweatshirt made from 100% organic cotton, available at the end of the month. Aplin said: “To be the first artist to be involved is amazing and I can’t wait to see the H&M members at the special gig in October.

“I have also designed some merchandise with H&M, the designs are sustainably made from organic cotton which was very important to me and I love how they turned out.”

Becoming a member of H&M is free via the retailer’s app or on its website.