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.

Popular Stories

iOS 19 Mock WWDC25 Feature

iOS 19 Expected to Run on These iPhones

Monday March 31, 2025 5:28 pm PDT by
iOS 19 will not be available on the iPhone XR, iPhone XS, or the iPhone XS Max, according a private account on social media site X that has accurately provided information on device compatibility in the past. The iPhone XR, iPhone XS, and iPhone XS Max all have an A12 Bionic chip, so it looks like iOS 19 will discontinue support for that chip. All other iPhones that run iOS 18 are expected...
maxresdefault

Apple Releases iOS 18.4 With Priority Notifications, Ambient Music, New Emoji and More

Monday March 31, 2025 10:03 am PDT by
Apple today released iOS 18.4 and iPadOS 18.4, the fourth major updates to the iOS 18 and iPadOS 18 operating system updates that came out last year. iOS 18.4 and iPadOS 18.4 come two months after Apple released iOS 18.3 and iPadOS 18.3. Subscribe to the MacRumors YouTube channel for more videos. The new software can be downloaded on eligible iPhones and iPads over-the-air by going to...
watchOS 11 Thumb 2 1

Apple Releases watchOS 11.4 With Sleep Alarm Update

Tuesday April 1, 2025 10:34 am PDT by
Apple today released watchOS 11.4, the fourth major update to the operating system that runs on the Apple Watch. watchOS 11.4 is compatible with the Apple Watch Series 6 and later, all Apple Watch Ultra models, and the Apple Watch SE 2. watchOS 11.4 can be downloaded on a connected iPhone by opening up the Apple Watch app and going to General > Software Update. To install the new software,...
AirPods Pro Firmware Feature

Apple Releases New Firmware for AirPods Pro 2 and AirPods 4

Monday March 31, 2025 11:27 am PDT by
Apple today released new firmware updates for all AirPods 4 and AirPods Pro 2 models. The new firmware is version 7E93, up from the 7B21 firmware that was installed on the AirPods Pro 2 and the 7B20 firmware available on the AirPods 4 and AirPods 4 with ANC. It is not immediately clear what new features or changes are included in the new firmware, but we'll update this article should we find ...
iPhone 17 Pro 34ths Perspective

iPhone 17 Pro Launching Later This Year With These 10 New Features

Sunday March 23, 2025 10:00 am PDT by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models as of March 2025: Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone ...
macOS Sequoia Feature

Apple Releases macOS Sequoia 15.4 With Mail Categorization and More

Monday March 31, 2025 10:04 am PDT by
Apple today released macOS Sequoia 15.4, the fourth major update to the macOS Sequoia operating system that launched in September. macOS Sequoia 15.4 comes two months after the launch of macOS Sequoia 15.3. Mac users can download the ‌‌macOS Sequoia‌‌ update through the Software Update section of System Settings. It is available for free on all Macs able to run macOS 15. With...
Apple Card iPhone 16 Pro Feature

Visa and American Express Vying to Win Apple Card Deal in 'Fierce' Fight

Tuesday April 1, 2025 1:50 pm PDT by
Visa wants to pay Apple approximately $100 million to be the new payment network for the Apple Card, reports The Wall Street Journal. As of right now, the Apple Card is on the Mastercard payment network, but that is set to change because Apple is ending its partnership with Goldman Sachs. Both American Express and Visa are vying to replace Mastercard as Apple's card services provider, while...

Top Rated Comments

bandrews Avatar
151 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
151 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
151 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
151 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
151 months ago
Some of the photos look amazing. :)



Score: 14 Votes (Like | Disagree)
KeepCalmPeople Avatar
151 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)