Last week Apple made big claims about the photo capabilities of its new flagship phone, the iPhone 5S, and Monday was one of the first chances to see it in action outside of the company's press event.
Fashion brand Burberry used the phone -- which goes on sale this Friday -- to capture stills, videos, and celebrity snapshots at its Spring/Summer fashion show, which took place earlier today in London.
One thing that detracts from the new tech is a series of images ahead of the show that were shot on the 5S, though adjusted with gel filters. That is, perhaps, not so terrible an offense now that iOS 7 includes built-in software image filters, but something worth noting in light of how the technology was touted ahead of the show. An example:
The company also showed off a new iPhone 5S camera feature that lets users slow down video. The feature was toggled at the close of the show where flower petals fell from the top of the runway:
There's also a Vine of one of the creations getting sketched out, which was shot on the 5S:
The hookup between the tech and fashion companies is just the latest in recent months. Earlier this year, Google Glass -- the wearable computer -- was tapped by designer Diane Von Furstenberg to document behind-the-scenes action. More recently, Samsung partnered with designer Dana Lorenz to create jewelry to go with its new Gear watch gadget. In both cases, that technology was wearable, whereas the iPhone 5S spent its time in the stands.
The 5S goes on sale this Friday, and is Apple's top-of-the-line iPhone. It's joined by the 5C, which went up for preorder at the end of last week. Both replace last year's iPhone 5. You can read more about what's new (or not) in both, right here.