Burberry to use iPhone 5s in LFW show

Monday, 16 September 2013
British fashion house Burberry is joining forces with technology giant Apple for its London Fashion Week show taking place today. Burberry is to use the newly announced iPhone 5s to capture and share photos and videos before, during and after the Burberry Prorsum show using the mobile phone’s new iSight camera, which is said to boast a number of improvements including a larger sensor, better live exposure adjustment, auto image stabilisation and live video zoom.

Known for its digital savviness, Burberry was the first to premiere its collection on Twitter, one of the first to show is catwalk presentation in 3D, and it even allows its customers to order pieces straight from the runway as soon as the show finishes. Getting access to the iPhone 5s ahead of its UK launch date on September 20 is the fashion label’s latest digital first.

Burberry teaming up with Apple

Commenting on the partnership, Christopher Bailey, Burberry chief creative officer, said: “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.

“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 and videos shot on the iPhone 5s will be shared across Burberry’s many social media channels, including Twitter, Pinterest and Vine, as well as on Burberry.com. The label will also be once again streaming its catwalk show live to audiences around the world.

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

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