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

bandrews Avatar
106 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.
Score: 29 Votes (Like | Disagree)
69650 Avatar
106 months ago
Skinny models prancing up and down in over priced clothes for the amusement of arrogant rich bitches and their henpecked husbands. Pathetic.
Score: 24 Votes (Like | Disagree)
ConnYoungy Avatar
106 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.
Score: 17 Votes (Like | Disagree)
FirstNTenderbit Avatar
106 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.
Score: 15 Votes (Like | Disagree)
Rogifan Avatar
106 months ago
Some of the photos look amazing. :)



Score: 14 Votes (Like | Disagree)
KeepCalmPeople Avatar
106 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.
Score: 12 Votes (Like | Disagree)

Top Stories

studio buds family

Beats Studio Buds Debuting Today With Active Noise Cancellation, Stemless Design, and More for $150

Monday June 14, 2021 8:00 am PDT by
We've seen a lot of teasers about the Beats Studio Buds over the past month since they first showed up in Apple's beta software updates, and today they're finally official. The Beats Studio Buds are available to order today in red, white, and black ahead of a June 24 ship date, and they're priced at $149.99. The Studio Buds are the first Beats-branded earbuds to truly compete with AirPods...
affinity designer contour tool

Serif Updates Affinity Photo, Designer, and Publisher With New Tools and Functions

Thursday February 4, 2021 1:58 am PST by
Serif today announced across-the-board updates for its popular suite of Affinity creative apps, including Affinity Photo, Affinity Designer, and the Apple award-winning Affinity Publisher for Mac, all of which were among the first professional creative suites to be optimized for Apple's new M1 chip. "After another year which saw record numbers of people switching to Affinity, it's exciting to...
maxresdefault

Craig Federighi and Greg Joswiak Discuss iPadOS 15, macOS Monterey, Privacy, Shortcuts on Mac, and More

Saturday June 12, 2021 6:12 am PDT by
As is tradition, Apple executives Craig Federighi and Greg Joswiak joined Daring Fireball's John Gruber in an episode of The Talk Show to discuss several announcements that Apple made over this weeks WWDC, including iPadOS 15, macOS Monterey, and a large focus around privacy. Federighi kicks off the conversation discussing the common architecture, now thanks to Apple silicon, across all of...
M1X MBP Feature

Leaker: Upcoming MacBook Pro to See Price Hike Over Current Model, Equal Performance Across 14 and 16-Inch Sizes

Tuesday August 24, 2021 5:28 am PDT by
The upcoming 14-inch MacBook Pro is set to be more expensive than the current 13-inch MacBook Pro and both the 14 and 16-inch models will offer the same performance, according to the leaker known as "Dylandkt." The leaker shared the information on Twitter, explaining that both of the upcoming MacBook Pro models, expected to come in 14 and 16-inch sizes, will feature the same performance due...
youtube apple tv

YouTube Discontinuing 3rd-Generation Apple TV App, AirPlay Still Available

Wednesday February 3, 2021 3:09 pm PST by
YouTube is planning to stop supporting its YouTube app on the third-generation Apple TV models, where YouTube has long been available as a channel option. A 9to5Mac reader received a message about the upcoming app discontinuation, which is set to take place in March.Starting early March, the YouTube app will no longer be available on Apple TV (3rd generation). You can still watch YouTube on...
General Apps Messages

Android iMessage Competitor Puts Pressure on Apple

Friday July 30, 2021 3:15 am PDT by
Google and the three major U.S. carriers, including Verizon, AT&T, and T-Mobile, will all support a new communications protocol on Android smartphones starting in 2022, a move that puts pressure on Apple to adopt a new cross-platform messaging standard and may present a challenge to iMessage. Verizon recently announced that it is planning to adopt Messages by Google as its default messaging...
YouTube Picture in Picture Feature

YouTube Premium Subscribers Can Now Use iOS Picture-in-Picture: Here's How

Wednesday August 25, 2021 3:55 am PDT by
Google has rolled out picture-in-picture support as an "experimental" feature for YouTube premium subscribers, allowing them to watch video in a small window when the app is closed. If you're a premium YouTube subscriber looking to try out picture-in-picture, follow these steps: Launch a web browser and sign into your YouTube account at YouTube.com. Navigate to www.youtube.com/new. Scroll...
iPhone 13 Dummy Thumbnail 2

Kuo: iPhone 13 to Feature LEO Satellite Communications to Make Calls and Texts Without Cellular Coverage

Sunday August 29, 2021 7:39 am PDT by
The iPhone 13 will feature low earth orbit (LEO) satellite communication connectivity to allow users to make calls and send messages in areas without 4G or 5G coverage, according to the reliable analyst Ming-Chi Kuo. In a note to investors, seen by MacRumors, Kuo explained that the iPhone 13 lineup will feature hardware that is able to connect to LEO satellites. If enabled with the relevant...
twitterqrcode

Twitter Introduces QR Codes for Sharing and Following Accounts

Wednesday November 16, 2016 4:13 pm PST by
Twitter today introduced Snapchat-style QR codes, which are designed to make it easier to find and follow friends on the social network. Each Twitter QR code is unique to an individual Twitter user, so when scanned, it'll bring up the person's account. To access your Twitter QR code, you'll need the official Twitter app for iOS. In the app, go to your profile, tap on the gear icon, and select...
macOS Monterey on MBP Feature

Apple Seeds Sixth Beta of macOS Monterey to Developers

Monday August 30, 2021 1:11 pm PDT by
Apple today seeded the sixth developer beta of macOS Monterey, the newest version of the macOS operating system. The sixth beta comes three weeks after Apple released the fifth macOS Monterey beta. Registered developers can download the beta through the Apple Developer Center and once the appropriate profile is installed, betas will be available through the Software Update mechanism in...