Next week's London Fashion Show hosted by Burberry will be photographed by the fashion company exclusively with the new camera on the iPhone 5s, Burberry and Apple announced tonight. The company will use the iSight camera in the iPhone 5s to capture and share photos and video before, during and after the runway show in London on Monday, September 16.
In a press release, Greg Joswiak, Apple's vice president of iPhone & iOS Product Marketing, said, "iPhone 5s makes it even easier to take great photos with the world's most popular camera. We're thrilled to see the amazing photos and HD video Burberry has captured with the incredible all-new iSight camera."
The new iSight camera in the iPhone 5s offers a 15 percent larger sensor with bigger pixels, measuring 1.5 microns. It also has an aperture of ƒ/2.2 and a new dual-LED True Tone flash. Given that it now comes in Space Gray, white and silver, or white and gold, it seems even moreso like a natural fit for a fashion show.
Announcing the partnership with Apple, Christopher Bailey, Burberry's chief creative officer said, "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. We're inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences."