With Apple's recent announcement of its upgraded iPhone 5s, Burberry will be partnering up with the mega tech company to capture photos and videos before, during and after the Burberry spring 2014 show during London Fashion Week, which kicked off on Friday.
Burberry will use the new iSight camera on the iPhone 5s, which doesn't become available in the U.S. and U.K. until Sept. 20, to shoot its runway and beauty looks, design details, and backstage moments. The British label has been a constant leader in progressive tech strategy, given that it allowed its customers to order outerwear pieces right after the fall/winter 2013 runway with its made-to-order catwalk and "smart personalisation" service.
“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 Burberry chief creative officer Christopher Bailey in a statement. “We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences.”
In 2011, the British label was named one of Fast Company's most innovative companies for its digital savviness, becoming one of the first to simulcast its runway shows in 3-D and inviting fashion insiders to tweet about the Prorsum collection in early 2010.
Burberry's presentation will be held on Sept. 16, and can be watched live at 2:30 p.m. GMT+1.