The iPhone 5S saw a lot of changes from its predecessor, the iPhone 5. Some of those changes were pertaining to the built-in camera on the device. Ahead of its September 20th availability date, the iPhone 5S and its camera got a little attention from the fashion world.
Pictures from a Fashion Show
When Apple introduced the iPhone 5S on September 10th, the company made several claims regarding the new camera capabilities. Fashion company Burberry decided to employ the iPhone 5S to take still shots of their fashion show; it was also used for capturing celebrity photos and videos of the Spring/Summer Fashion Show in London on Monday. The show represented the first opportunity to see the new flagship handset device outside of Apple’s introduction at its media event.
Pictures and video from the event are now available on Burberry’s site, showing some of the capabilities of the new camera in greater detail. There’s a video stream that is reported to have been shot in the device’s native video app; TurtleHead Pro and FiLMiC Pro were also used.
Some criticism has been made of a series of images taken with the 5S prior to the show that were modified through application of gel filters because it is perceived as diminishing to the technology, but iOS 7 comes with built-in software that includes image filters. This makes the addition of gels a lesser sin than it might have otherwise been. Some of the highlights of the videos posted from the iPhone 5S include the slow-motion feature that was switched on at the end of the show, providing slow-motion capture of the flower petals that were raining from above the runway and a Vine that showcases the sketching of one of the creations for the show.
Fashion and Technology Meet…Again
This isn’t the first time that a fashion company has made use of new technology. Samsung and Dana Lopez formed a partnership around its Galaxy Gear, wherein Lopez designed jewelry to compliment the smart watch. This latest pairing also follows Diane Von Furstenberg’s association with Google Glass; the designer wanted Google Glass, a wearable computer, to capture footage behind the scenes at her event. While these devices were parts of the show, the iPhone 5S stayed a spectator, reporting images and video from the audience perspective, rather than from the runway.