Apple and fashion retailer Burberry have announced that Burberry’s London-based fashion show next week will be captured entirely with the new iPhone 5s. Apple’s iPhone 5s, which was announced earlier this week, includes major camera enhancements with an improved aperture, dual-LED flash, and new camera software like slow-motion and burst modes.
While the iPhone 5s will officially hit stores on Friday, September 20th, Burberry’s show is on September 16th, so they will be getting early access to the device for this special partnership.
Update: Burberry has posted a new video (below) on their Instgram feed which spotlights the slo-mo feature of the iPhone 5s.
The finale of the #Burberry Prorsum S/S14 show in 15 seconds – shot in #slomo with #iPhone5s #LFW
A post shared by Burberry (@burberry) on Sep 16, 2013 at 7:08am PDT
The full press release is available below:
CUPERTINO, Calif. & LONDON–(BUSINESS WIRE)–Apple® and Burberry today 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. 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.”
Through photos and video shot exclusively on iPhone 5s, consumers globally can share in the anticipation of the show build up, as well as the excitement of the day itself, across Burberry social media channels and onwww.burberry.com starting today. In addition, customers can watch the show live on Monday, September 16, at 2:30 p.m. GMT+1 at www.burberry.com.
Pricing & Availability
iPhone 5s comes in gold, silver or space gray, and will be available in the US for a suggested retail price of $199 (US) for the 16GB model, $299 (US) for the 32GB model and $399 (US) for the 64GB model*. iPhone 5s will be available from the Apple Online Store (www.apple.com), Apple’s retail stores, and through AT&T, Sprint, T-Mobile, Verizon Wireless and select Apple Authorized Resellers. iPhone 5s will be available in the US, Australia, Canada, China, France, Germany, Hong Kong, Japan, Puerto Rico, Singapore and the UK on Friday, September 20.
