Apple’s iPhone 5s to document Burberry runway show in London

Friday, 13th September 2013

In an interesting marketing collaboration, Burberry will get early access to the iPhone 5s to take photos and video for its Spring/Summer 2014 fashion show set to take place next week in London. The Prorsum Womens Spring / Summer 14 Show – shot entirely on iPhone 5S and edited in-house at Burberry. Apple announced the partnership on Thursday, noting that the iPhone 5s’ rear-facing iSight camera will be used exclusively to capture the runway show, behind-the-scenes footage, product details, and preparations for the event.

“This collaboration celebrates our relationship and shared foundation in design and craftsmanship. We have a mutual passion for creating beautiful products and unlocking emotive experiences through technology, which has made it intensely exciting to explore the capabilities of iPhone 5s,” said Burberry CEP Christopher Bailey. “We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences.”

The images that Burberry captures should be an interesting first look at how the iPhone 5s performs in a number of scenarios.

Burberry will be sharing the images and video on its social media channels and through its website starting today, while the show is set to kick of on Sept. 16.

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