Check out the Burberry Prorsum catwalk show, shot with the new iPhone 5s
Apple has made technology very effortless and very natural. We often talk about the trench coat as effortless elegance. You can throw it over an evening dress or pair of jeans. I think that the iPhone has the same type of philosophy as this. It is beautifully designed, but you take it everywhere, you carry it everywhere. But it also creates the most beautiful imagery and you can use that on a variety of different platforms like we have today.
The design is hugely important. We care about the integrity of design. The amount of work that goes into making sure that not only functions and works, you should be able to take that for granted, but that it looks beautiful and we enjoy it as an object.
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...
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...
Yes, I've got space grey, actually because I love the name. I couldn't decide between the gold and the grey and then guy said it was called space grey and that nailed it.
How important is technology to what Burberry does?
Really important. It is changing the way that we all live. I do think that fashion is a part of the way people evolve and change and technology is such a big part of the way that we all interact with each other and engage with each other. The themes and communities and spaces. Burberry is an old young-old company. It's brand that's very old, but teeming with young people and energy. Technology isn't there because it is a tick box, but something that is very authentic in what we do. The way that we design, the way we are organised, and the way that we communicate internally.
Has technology changed the way you design clothes?
One hundred per cent. The way we can now formulate ideas and share them on a range of platforms is so much easier.
What about the actual clothes, like changing the way a coat is cut to accommodate a phone?
We are definitely working on technology embedded into clothes. There is a lot of exciting stuff going on at the moment looking at embedding technology into fibres. We've got RFID tags in our coats that then when you walk up to a mirror in our Regent Street store to then see the full story behind that coat. So you see that the cashmere was knitted in Scotland.
I think technology is allowing us to put the soul into the craftsmanship of clothes. It's not just a fashion show. There are the designers creating it, then the artisans making it, then some swanky person on the catwalk. The whole story can be told. It's very exciting. If technology wasn't part of the way we think I think that would be disappointing.
What's your favourite feature in the iPhone 5S?
Slow-mo, everyone is obsessing over Slow-mo, oh my god. I was doing it last night in rehearsals and it was amazing.
Burberry Prorsum catwalk show, shot entirely with the new iPhone 5s
1. woodshop20 (Posts: 459; Member since: 14 Sep 2013)
I highly doubt the 5s' camera will rival the Z1's or the 1020's.
5. woodshop20 (Posts: 459; Member since: 14 Sep 2013)
Can I power Intel's new processors then?
14. jaytai0106 (Posts: 1229; Member since: 30 Mar 2011)
I agreed with you. I want to see the raw video the iPhone took. Using software to piece the videos together will help the quality of it.
20. InspectorGadget80 (Posts: 6263; Member since: 26 Mar 2011)
The case is as expensive as the iPhone5S(Same).
2. Alex123 (Posts: 210; Member since: 17 Oct 2012)
Make a comparison with other high end devices please.
16. HansGoneInsane (Posts: 374; Member since: 09 Aug 2013)
No. Why should one want to do that? The iPhone 5S has obviously a great camera and only Apple iPhones have the classiness to work for such events. All other smartphones look cheap next to the iPhone.
21. amats69 (Posts: 1020; Member since: 12 Nov 2012)
Oh you forgot the beautiful HTC One...minus the camera of course :)
3. PhoneArenaUser (Posts: 5474; Member since: 05 Aug 2011)
Such things just proves that Apple is aiming at audience which priority is trend not technologies. For such people priority is to keep up with fashion and choose only what is trendy, they less care about technology, they mostly want to show off between their friend or so and say: "Look, I have an iPhone and that's why I'm cool!". Same things happen through Apple Keynotes, Apple always half of event time talks about popularity, biased statistics, sales and how popular they are but not about the technologies. And all this only proves why Apple makes such minor changes in theyr products such like iPhone every year, because the most of their customers don't care about the technologies, they care only about how much brand name is trendy, that's why there is no technological progress with iPhone.
7. androiphone20 (Posts: 1401; Member since: 10 Jul 2013)
"aiming at audience" thank you for saying that cuz at the end of the day we are going to get that iphone
10. darkkjedii (Posts: 10568; Member since: 05 Feb 2011)
And choice is what it's all about, plus there's tons of tech in the iPhone. It's just not the phone for you, let people enjoy their "choice".
13. darkkjedii (Posts: 10568; Member since: 05 Feb 2011)
That's the good thing about the mobile industry PAU, there's something for everyone. I no longer worry about the politics of companies I don't work for, or hold stock in. As a consumer/techie, when I walk into the store to make my purchase...I just want it to work, and satisfy me reasons for buying it. Agreeable?
15. darkkjedii (Posts: 10568; Member since: 05 Feb 2011)
Also PAU. You're right, apple does aim it's products at a different demographic. That would be the general/mainstream consumer, there's a lot more of them than us techies. This is why apples become a household name like Samsung, even though Samsung makes household products, as well as mobile. It's a great strategy, cuz after all in business the bottom line for any company is profit margin, bring in more than what goes out.
18. Quezdagreat (Posts: 413; Member since: 05 Apr 2012)
I guess you just ignored the quality of the video and looked to see if there were any galaxies being used.
17. Sauce (unregistered)
I'm lovin that beautiful video. Very nice!
19. Sauce (unregistered)
1) $280.00 USD for a case?! Get out of here Lmao.
2) Suki Waterhouse (0:45) can suki me any time any day any where.