The app pulls in short films and exclusive videos from the retailer’s weekly shoppable digital magazine The Journal. Among the first videos available include tutorial ‘How to Iron a Shirt’ and the behind the scenes documentary ‘24 Hours with...Public School.’
The Apple TV app can automatically download when the Mr Porter iOS version is downloaded for iPhone or iPad. The app has been built using the newly released Swift 3 – Apple’s latest and most powerful programming language.
It joins the likes of Burberry, which unveiled an Apple TV app in January to livestream its menswear fashion show, and Twitter, which realised an app earlier this month to livestream its NFL Thursday Night Football games.
Jeremy Langmead, brand and content director at Mr Porter, said: “As our customers have always had the ease and opportunity to shop directly from the digital pages and video-series of The Journal, we’re now thrilled they’ll be able to connect their shopping experience with the viewing-pleasure of video series and short films within Apple TV’s network of innovative channels and first rate content.”