September 13, 2013
Apple and Burberry has just announced that the former's newly launched iPhone 5s is being used to shoot photos and videos at events tied with the latter's Spring/Summer 2014 runway show. The British luxury fashion house's runway show is scheduled to be held in London on Monday, Sept. 16. This means that Burberry's fashion photographers have been given early access to the Cupertino-based tech company's new flagship handset days ahead of its official release. The iPhone 5s lends itself well to the unique aesthetic of fashion photography thanks to its significantly enhanced iSight camera. Apple notes in its press release:
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.If you can't see the video embedded above, please click here. The iPhone 5s' iSight camera includes a wider f/2.2. aperture and a larger active sensor area that support 1.5 micron pixels. It features automatic image stabilization and "true tone flash," which analyzes the lighting and flashes the white and amber LEDs at just the right ratio. In addition, it boasts a new photo burst mode and slo-mo. Photos and videos captured with the iPhone 5s before, during and after the Spring/Summer 2014 runway show are featured by Burberry on its official website and social media channels. The show itself will be shown live on Monday, Sept. 16, at 2:30 p.m. GMT+1 on Burberry's official website.