Just when you think Burberry has done it all to stay at the top for digital in the fashion industry, they manage to pull out yet another surprise. Just one hour ago we received an official joint press release from Apple and Burberry. The press release was announce a very special collaboration, one which involved the iPhone 5s. Yes, it was only a couple of days ago that the new iPhone was officially announced to the world and Burberry now get to be the very first to use it.
Here's how this works. Burberry are known for fabulous social sharing during their runway shows here in London. Well, this time around, all the photos and videos from the show, during and after, will be shot using the iPhone 5s.
Apparently, Burberry is using the new iSight camera, which is highlighted as one of the most powerful new features of the iPhone 5s. If ever there were a way to make sure the world knew about the fabulous new capabilities of the iPhone 5s, this has to be one of the best ideas we've heard.
“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.”
And just to seal the deal here, folks, we've got a first look at the very first video shot by Burberry using the iPhone 5s. Burberry, you do keep us on our technological toes!