For its Prorsum Spring/Summer 14 womenswear runway show in London on Monday, Burberry is not only looking to show off its new looks, but also the latest debut from Apple. The fashion brand will be using the iPhone 5s to shoot photos and videos to promote its new collection before, during and after the event. The phone's iSight camera will capture scenes from the runway, backstage, as well as makeup looks and product details. Today, the brand started in on the action, tweeting Instagram and Youtube teasers shot with the new phone. On Monday, consumers around the world will be able to view the show live on Burberry.com.
Burberry, of course, is known for its daring digital initiatives. Last fall, it allowed customers to personalize goods they purchased, straight from the runway, it has customized billboards 'round the world to reflect the changing weather conditions and turned its retail shops into a digitally theatrical experience.