Luxury outerwear designer and historic fashion house Burberry will be using the new iPhone 5s exclusively to document in HD video and still images its Spring/Summer 2014 fashion show in London next week, according to an announcement from both Apple and the clothier.
“This collaboration celebrates our relationship and shared foundation in design and craftsmanship,” Burberry CEO Christopher Bailey said of the unusual cross-promotional event. “[Apple and Burberry] 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 designer will get early access to the iPhone 5s, which is not expected to formally debut until September 20, for its September 16 women’s wear show — which will be streamed live from London’s Hyde Park on the Burberry website. The entire show will be captured using the iPhone 5s’ camera.
