Did you know Sir Jony Ive is a huge Burberry fan? True story. He went to London this past summer to see the runway fashion show put on by Burberry, as you can see in the photo to the right.
Interestingly, Apple on Thursday announced a surprise collaboration with Burberry, a London fashion brand sometimes unfortunately associated with lowlifes, known in Britain as “chavs.”
Ive will certainly be happy today* to hear that Burberry is teaming up with Apple to use the not-yet-released iPhone 5s to capture and share images and video from the upcoming runway show in London, taking place this coming Monday, September 16.
This new collaboration is inteded to showcase the new clothing line, of course, but also to show how great the iPhone 5s iSight camera is, with it’s new, larger pixels, exposure area, and lens. It will allow photographers at Burberry to take high quality photos and high resolution video of the runway models, product details, and moments backstage.
Just imagine all the slo-mo.
Apple is excited for the partnership.
“iPhone 5s makes it even easier to take great photos with the world’s most popular camera,” said Apple vice president Greg Joswiak in a press release. “We’re thrilled to see the amazing photos and HD video Burberry has captured with the incredible all-new iSight camera.”
For its part, Burberry benefits from the halo effect, letting the fashion company pair its brand of high fashion with the classy, high-end iPhone 5s, revealed just days ago.
“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,” said Burberry’s Christopher Bailey. “We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences.”
The live runway fashion show takes place on Monday, September 16, with a live stream at the Burberry website.
The iPhone 5s will be available starting on September 20 in the US, Australia, Canada, China, France, Germany, Hong Kong, Japan, Puerto Rico, Singapore and the UK. It should come to over 100 countries soon after.
*We’re pretty sure he knew, already.