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Burberry, Apple Team Up for Runway Experience

The brand revealed a new partnership in which it will shoot photos and video of its upcoming runway show using Apple’s newest, yet-to-be-released iPhone 5s.

SHARPER IMAGE: Forget a digital single-lens reflex camera — this season, Burberry is celebrating the art of cellphone photography. The brand has revealed a new partnership in which it will shoot photos and video of its upcoming runway show at London Fashion Week — both on the runway and behind the scenes — using Apple’s newest, yet-to-be-released iPhone 5s, which boasts an all-new iSight camera and HD video. Viewers will be able to visit burberry.com as well as the brand’s social media channels to see photos and videos shot exclusively with the phone before and after the Burberry Prorsum spring 2014 ready-to-wear show, slated for 2:30 pm London time on Monday, in addition to watching the show’s live stream. The iPhone 5s, which starts at $199, hits limited international retailers on Sept. 20.

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