Ahead of iPhone 5S Launch, Apple Shoots London Fashion Week for Burberry

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Prior to the official launch of the company’s newest iPhone models, the 5S and 5C, this Friday, Apple showed off the 5S’ photographic and video capabilities at London Fashion Week.

Burberry used the iPhone 5S to snap photos of models and celebs and take exclusive video during and after its high-profile fashion show, and even streamed video of the show, which, the company claims, was shot with the native app on the new device. It also highlighted the 5S’ slow-motion capabilities in an Instagram post and depicted a sketch coming to life via Vine

It wasn’t just fashion-lovers who were watching; Instagram CEO Kevin Systrom and Facebook ad sales head Andrew Bosworth were in the audience, according to TechCrunch. In fact, the partnership generated so much social buzz that some suggested it helped bump Apple’s stock price.[more] 

The Apple-Burberry hookup was designed to heighten interest in both brands.

Christopher Bailey, Burberry Chief Creative Officer, said in a press release, “This collaboration celebrates our relationship and share 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. We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences.”

Greg Joswiak, VP of iPhone and iOS Product Marketing for Apple, added, “We’re thrilled to see the amazing photos and HD video Burberry has captured with the incredible all-new iSight camera.”

Demonstrating the phone’s camera power at London Fashion Week was a unique marketing venture for Apple, but just another in a series of tech innovations for Burberry. According to Vogue, Burberry “has become the world leader in digital innovation for luxury brands.”

In 2009, the company launched Art of the Trench, a digital platform that allowed users to upload and share their own portraits wearing Burberry trench coats. Burberry first live-streamed a fashion show in 2010, becoming the first brand to do so. In June of this year, Burberry worked with Google to introduce Burberry Kisses, making it possible for a consumer to send love anywhere in the world by “kissing” a mobile device.

Burberry, which has turned its London flagship store into a digital brand experience, has also become known for the latest in digital personalization: giving consumers the ability to order what they see on the catwalk straight from their mobile devices with a twist—adding customization using the brand’s proprietary technology.


But the Apple-Burberry collaboration isn’t the only case of technology converging with the fashion world. Earlier this month at New York Fashion Week, Motorola, now owned by Google, managed to get its Moto X model into the hands of runway models. Motorola sponsored four designers at the event, including Hood by Air, En Noir, Rochambeau, and Telfar. 

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