Burberry to Use the iPhone 5s to Film its London Fashion Week Runway Show

[Maura]

Apple and Burberry have today announced that Burberry will be getting exclusive early access to the new iPhone 5s phone, for the purpose of filming video and taking photographs before, during and after the Burberry runway show, which will be taking place this Monday, September 16, in London’s Hyde Park, as part of London Fashion Week.

Burberry will be using the iPhone 5s’ all-new iSight camera to shoot high-quality photos and video for runway and beauty looks, as well as product details and backstage happenings. All the glitz and glam of London Fashion Week, in short!

“iPhone 5s makes it even easier to take great photos with the world’s most popular camera,” said Greg Joswiak, Apple’s vice president of iPhone & iOS Product Marketing. “We’re thrilled to see the amazing photos and HD video Burberry has captured with the incredible all-new iSight camera.”

“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 Christopher Bailey, Burberry Chief Creative Officer. “We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences.”

Although the show is not until Monday, Burberry will be sharing videos and photos from the show build-up (including the picture at the top of this very post!), starting from today, at its official website.

Source: Burberry Prorsum Womenswear Spring/Summer 2014
Apple, via AppleInsider.