The shiny, new, not-yet-released iPhone 5S already has its own fancy fashion collaboration, and it's with--who else?--the always tech-savvy Burberry.
The British heritage brand, which never fails to impress us with its digital strategy, will be sharing its upcoming spring 2014 runway show in London with the world using the iPhone that was just announced two days ago, and is not even available for pre-order until the 20th.
So what's in it for Apple? A fashionable opportunity to showcase the 5S's new and improved iSight® camera, with which Burberry will shoot "high quality photos and video for runway and beauty looks, product details, and backstage moments." For Burberry, it's a fun way to engage with fans and consumers. And, they get to play with the new iPhone! Jeal. Plus, it seems that Apple may have had its eye on Burberry for a while: the company's go-to designer Jonathan Ive went to its show last year.
“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 Christopher Bailey, Burberry Chief Creative Officer. “We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences.”
For an idea of what to expect--both from the iPhone and Burberry's upcoming collection, watch the teaser video below, which was shot entirely with a 5S.