Burberry Uses IPhone 5S To Capture Spring/Summer 2014 Runway Show

Category: Technology / Sep 16, 2013 3:29PM EDT

Apple ® and Burberry have announced that iPhone® 5s is being used to capture and share beautiful photos and video before, during and after the Burberry runway show in London on Monday, September 16.

Scottish cashmere and Nottingham lace were brought together as British fashion giant Burberry showcased its Spring/Summer collection for 2014 at London Fashion Week.

Using the all-new iSight® camera on iPhone 5s, Burberry is shooting high quality photos and video for runway and beauty looks, product details, and backstage moments. The collaboration is reimagining how Burberry engages consumers, paving the way for significant changes in how they capture and share their content.

"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."

Burberry, the world's leading digital luxury brand, is headquartered in London. Founded in 1856, it is listed on the London Stock Exchange (BRBY.L) and is a constituent of the FTSE 100 index.

Video Credit: Reuters