Burberry today released the full 15-minute video of its Spring/Summer 2014 fashion show shot entirely with Apple’s upcoming iPhone 5s, following several images and short clips that were shared on its Instagram feed earlier this week.
First announced last Thursday, the partnership between Apple and Burberry was designed to showcase the improved camera capabilities of the iPhone 5s through a series of videos and photos taken by the fashion house.
In an interview with Pocket-Lint, Burberry’s chief creative officer Christoper Bailey revealed that the runway show, along with billboards and imagery for Burberry stores, were captured with 14 iPhone 5s devices.
Nine phones were used to shoot the show itself, with three on a moving rail cam following models, one on the roof, and another outside on a jimmy rig to grab celebrity snapshots. According to Bailey, it was Jony Ive who initiated the partnership for Apple, and the quality of the camera that prompted Burberry to use the device.
I’ve known Jony [Ive] for a long time and he is a mate of mine and it is something that organically grew. It wasn’t some strategic plan that we had to do it. Also the dates just worked out. They [Apple] announced the phone on the 10th, our event was on the 16th, it goes on sale on the 20th.
Today we’ve been capturing all our content on the new phone. It’s mainly because of the quality. We streamed the show live. We weren’t using cumbersome cameras that needed to be controlled by 7 people, but this tiny phone instead. Using the iPhone we streamed it to millions of people around the world. It’s remarkable.
Apple’s iPhone 5s, available in three colors, will be available for purchase online at 12:01 AM Pacific Time on Friday, September 20 and will be in retail stores beginning at 8:00 AM. by engadget