updated 08:30 pm EDT, Thu September 12, 2013
New model will be the exclusive camera documenting runway showcase
[Updated with promotional video] Luxury outerwear designer and historic fashion house Burberry will be using the new iPhone 5s exclusively to document in HD video and still images its Spring/Summer 2014 fashion show in London next week, according to an announcement from both Apple and the clothier. The designer will get early access to the iPhone 5s, which is not expected to formally debut until September 20, for its September 16 women's wear show -- which will be streamed live from London's Hyde Park on the Burberry website. The entire show will be captured using the iPhone 5s' advanced camera.
While still rated at only eight megapixels, the new camera in the iPhone 5s features 1.5-micron pixels, roughly a third larger than standard, which the company says allows for far better quality in the same pixel count. The camera also has a wider, ƒ2.2 lens; a larger sensor than in the iPhone 5c or 5; a five-element lens system; 120fps 720p video shooting for enhanced slow-motion (as well as regular 30fps 1080p HD); precision autofocus matrix metering; significantly more sophisticated pre- and post-shot processing, a new burst mode, two-tone flash and many other enhancements.
The designer says the rear-facing iSight camera will be used for capturing the runway show for the live feed, and is already being employed to photograph product shots and close-ups, behind-the-scenes planning and preparation, and will be used for backstage documentation during the event itself as well. Apple's head of iPhone & iOS Product Marketing, Greg Joswiak, referred to the iPhone 5s as an "all new version of the world's most popular camera," underscoring a marketing point about the iPhone that has been dominant in the company's latest marketing. He added that Apple was "thrilled" to have the iPhone 5s be part of the Burberry show.
Pictures and video using the iPhone 5s are already appearing on the Burberry site, and the show itself -- which will take place in a special indoor pavilion that uses both natural and artificial lighting -- should prove to be a good test of the full range of the iPhone 5s' video and still-image capabilities.
"This collaboration celebrates our relationship and shared foundation in design and craftsmanship," Burberry CEO Christopher Bailey said of the unusual cross-promotional event. "[Apple and Burberry] 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. We're inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences."
Update: Burberry have released a promotional video for the fashion show, shot entirely on the iPhone 5s and seen below. The short spot gives credit to Apple and the iPhone 5s at the end.