New in OS X: Get MacRumors Push Notifications on your Mac

Resubscribe Now Close

Burberry Releases Full Fashion Show Shot with iPhone 5s

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.

Top Rated Comments

(View all)

16 months ago

Skinny models prancing up and down in over priced clothes for the amusement of arrogant rich bitches and their henpecked husbands. Pathetic.


Oh get over yourself.
Rating: 29 Votes
16 months ago
Skinny models prancing up and down in over priced clothes for the amusement of arrogant rich bitches and their henpecked husbands. Pathetic.
Rating: 24 Votes
16 months ago

Skinny models prancing up and down in over priced clothes for the amusement of arrogant rich bitches and their henpecked husbands. Pathetic.


Your opinion is redundant. So tired of people one here trying to put Burberry and fashion down because they think the industry is a joke.
Rating: 17 Votes
16 months ago
I know I will probably get pilloried, but outside of the stabilization, it looks like a video that was shot with a cellphone... any cellphone. The 5s camera may be absolutely fabulous but if I was Apple this is not something I would hang my hat on. It just looks average to me. I am no expert. But still.
Rating: 15 Votes
16 months ago
Some of the photos look amazing. :)



Rating: 14 Votes
16 months ago
1st. observation - what a depressing bunch of catwalk models....
2nd. observation - did they mount an iPhone 5S on a camera rig that runs up and down behind the audience seats? Looks like it.
Rating: 12 Votes
16 months ago
Cue the numerous posts bemoaning why an Android phone with better specs wasn't used, ZZZzzz.........
Rating: 12 Votes
16 months ago

Skinny models prancing up and down in over priced clothes for the amusement of arrogant rich bitches and their henpecked husbands. Pathetic.


Not getting what's pathetic about it, it's the fashion industry. Models are suppose to be thin, modeling clothes just doesn't work well on fat women and if you think a bunch of henpecked husbands are there, think again. This is a show where most celebs are sitting in the audience.

Many people could say the same about Golf. A bunch of rich folks sitting an an ultra-boring tournament with deep pockets watching Tiger Woods pretending their poop doesn't stink while eating caviar and drinking vodka.

If it's not your thing, it's not your thing but don't knock the industry.
Rating: 10 Votes
16 months ago

Not getting what's pathetic about it, it's the fashion industry. Models are suppose to be thin, modeling clothes just doesn't work well on fat women and if you think a bunch of henpecked husbands are there, think again. This is a show where most celebs are sitting in the audience.

Many people could say the same about Golf. A bunch of rich folks sitting an an ultra-boring tournament with deep pockets watching Tiger Woods pretending their poop doesn't stink while eating caviar and drinking vodka.

If it's not your thing, it's not your thing but don't knock the industry.


THANK YOU! Having worked in the fashion industry, people don't understand that the models are the equivalent of a living breathing reflection of the artists drawings. Look at any concept design within fashion. What does it look like? The model isn't the focus, it's the clothing.

It's like going to Comic Con and complaining that everyone looks like they're from a video game.
Rating: 10 Votes
16 months ago

Skinny models prancing up and down in over priced clothes for the amusement of arrogant rich bitches and their henpecked husbands. Pathetic.

Really? REALLY? Who's arrogant here?

Fashion is a multi-billion industry and this is simply business. Much of those people in the audience are business owners seeing the new line and making decisions about what to carry in their stores.

Catch a clue.
Rating: 8 Votes

[ Read All Comments ]