Apple and luxury fashion retailer Burberry have announced a unique collaboration where Apple’s new iPhone 5s smartphone is used to capture photos and videos before, during and after the Burberry London fashion show next Monday, September 16. The all-new 8MP iSight camera on the iPhone 5s will be used to shoot high quality photos and video for the runway and beauty looks, product details and backstage moments.

“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.”


Photos and footage shot on the iPhone 5s are available for viewing on Burberry social media channels and on Customers can watch the show live on Monday, September 16, at 2,30pm GMT +1 at

Apple released the iPhone 5s last week, offering the flagship device in gold, silver or space gray. The new smartphone retails for $199 for the 16GB model, $299 for the 32GB model and $399 for the 64GB model. iPhone 5s will be available from the Apple Online Store, Apple’s retail stores, and through AT&T, Sprint, T-Mobile, Verizon Wireless and select Apple Authorised 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.

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