Burberry London fashio show invite

Burberry and Apple announced last week that the fashion retailer will be exclusively using the iPhone 5s to film a fashion show that’s currently underway in London and take images of the runway, beauty looks, product details and backstage moments. A nice promo tie-in is meant to associate the aspirational Apple brand with high fashion.

Burberry on Tuesday published the full video of the event, “shot exclusively on iPhone 5s”. The video runs fifteen minutes long and is available in its entirety right past the fold…

Check it out.

One caveat: Burberry inexplicably uploaded the clip in 720p instead of full HD 1080p resolution, though this could be due to the use of super slow motion mode which only works in 720p.

More clips can be found on Burberry’s YouTube channel.

They are using as much as fourteen iPhone 5s units to record and live-stream the show on the web and to billboards and Burberry stores.

According to a Pocket-lint interview with Burberry CEO Christopher Bailey, there were “nine iPhone 5S phones on the runway taking shots, three on a moving rail cam following the models, one on the roof getting all the action, and a further iPhone 5S on a jimmy rig outside for celeb shots”.


So, instead of using 4K cameras they opted for a rig full of iPhone 5s devices:

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.

Chris is friends with Apple’s design guru Jony Ive:

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. Apple announced the phone on the 10th, our event was on the 16th, it goes on sale on the 20th.

His fav feature is Slow-mo.

“Everyone is obsessing over Slow-mo, oh my god,” he said. “I was doing it last night in rehearsals and it was amazing”.

Check out a Slow-mo example Burberry posted to Instagram.

The iPhone 5s includes the speedy 64-bit A7 chip, coupled to the 8-megapixel iSight camera with a 15 percent larger CMOS sensor and a dual-LED flash, resulting in better low-light images and such features as 720p slow motion video capture at 120 frames per second and burst mode capable of taking ten full-resolution images per second.

Apple reminded us this morning that both new iPhones will officially go on sale in the United States, United Kingdom, Australia, China, Canada, Germany, France, Singapore, UK, and Japan on Friday, September 20.

  • Jason Duong


  • Bob

    You could do the same with pretty much any decent camera smartphone. Nothing groundbreaking here. When you’re using the camera in your hands and don’t have high end machinery for stabilisation, results will vary drastically.

    • RarestName

      What’s enticing about this is the resolution. 720p.

      Yes, the Note 3 has this, but it’s a phablet.

    • Abhinav Chaudhary

      “You could do the same with pretty much any decent camera smartphone”.

      So why didn’t they? Cause other phones don’t deserve that opportunity

      • Bob

        Why use a smartphone at all? When you can use high end cameras. Think about it.

      • Abhinav Chaudhary

        That’s just for the show, just to glorify the new iPhone

      • Bob

        Exactly. Why would they want to glorify the new iPhone?

        Because someone from Apple’s marketing department gave them money to do so.

      • Abhinav Chaudhary

        Yeah! This makes perfect sense. Why would anyone wanna use a smartphone camera to video shoot their whole show when the high end cameras give like 15 times better quality.
        Not sure about my figure, hah

      • Abhinav Chaudhary

        Also i think Apple has changed, if Steve Jobs was still here I’m pretty sure we wouldn’t have seen that shitty 5c on 10th sep.
        Steve wanted iDevices to be ‘part of a person’. And now I think its all about money.

        Well thats totally my opinion, and i may be wrong

      • Ted Forbes

        This is an easy question. Because you get the same result from the smartphone at a fraction of the cost.

        The most inexpensive cameras are DV others will cost thousands, tens of thousands and even hundreds of thousands according to name brand and will take tons of other equipment, man power and hours for editing. In the end the result is the same.

        To edit your smarphone production at a work station, simply copy and paste your files to your edit station and begin the editing.


      • Bob

        No, you do not get the same result.

        If that was the case don’t you think Blockbuster movies would be filmed with a smartphone? Why would professional photographers care about getting high end cameras that cost thousands when you get “the same result” as a smartphone?

        I’m pretty sure you’d be able to copy/paste then edit the same way as from a smartphone. The editing process is exactly the same. You need “man power” if you film on an iPhone too, it doesn’t magically edit itself.

        I don’t think a business like Burberry which has a operating income of £350+ million gives a flying banana about extra costs towards video production.

        Look at the piece of machinery they’re using to hold the iPhones, that’s not something you can pick up at your local bestbuy for $10.

        And they managed to get 3 iPhone 5s’ before launch. You really think Apple hasn’t got anything to do with this?

  • Derp

    The most shocking thing about this video is that SOME of the clothes are actaully wearable instead of the clown clothes usually paraded on catwalks.

    • Jason Duong

      Or that it was recorded in horizontal mode. :c

    • Rowan09

      I agree. Usually they have some funny looking clothes on the catwalk.

  • jocastro

    it doesn’t show any zoom probably because it sucks

    • hush

      Probably not. It doesn’t show any zoom because machines have held the devices. And a user is required to hold and touch the device in order to zoom in and out. Are you stupid?.. most probably.

      • Disqus

        That is true but the zoom does suck anyways lol. It’s not optical so its automatically failed.

    • Ted Forbes

      Do you watch productions produced with over rated and over priced high end equipment? They never zoom. They never use zoom, there is no zooming. They use other techniques, pan, dolly, elevator, glide, stretch, push, pull, walkin, walkout, guide, etc, etc. All this and more either with a elevated machines or a camera man moving about.

      Zoom never, no zoom. Well you might find one or two productions that do, but if ever, then zoom is hardly ever apart of the production.

      Observe for your self next time.

  • Ted Forbes

    This is OK, a bit boring especially if you are expecting to feel apart of the action such as a closeup view at the models or the garments.

    I do agree that they could have position some cameras in close, perhaps along the runway, or on the runway itself for added camera effect.

    But this is just the start of how smartphone cameras are on the way to replace bulky expensive camera gears.

    So give it some more time and we will be watching more stuff like this, movies, news and talk show produced with smartphones.