Apple and Burberry have announced that the iPhone 5s is being used to capture and share photos and video before, during and after the Burberry runway show in London on Monday, Sept. 16.

Using the all-new iSight camera on iPhone 5s, Burberry is shooting photos and video for runway and beauty looks, product details, and backstage moments. The collaboration is re-imagining how Burberry engages consumers, paving the way for significant changes in how they capture and share their content, says Burberry Chief Creative Officer Christopher Bailey.

"iPhone 5s makes it even easier to take great photos with the world’s most popular camera," says Greg Joswiak, Apple’s vice president of iPhone & iOS Product Marketing. "We’re thrilled to see the amazing photos and HD video Burberry has captured with the incredible all-new iSight camera."

"This collaboration celebrates our relationship and shared foundation in design and craftsmanship. We have a mutual passion for creating beautiful products and unlocking emotive experiences through technology, which has made it intensely exciting to explore the capabilities of iPhone 5s," adds Bailey. "We’re inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences."

Through photos and video shot exclusively on iPhone 5s, consumers globally can share in the anticipation of the show build up, as well as the excitement of the day itself, across Burberry social media channels and on www.burberry.com starting today. In addition, customers can watch the show live on Monday, Sept. 16, at 2:30 p.m. GMT+1 at www.burberry.com .

The iPhone 5s comes in gold, silver or space gray, and will be available in the US for a suggested retail price of US$199 for the 16GB model, $299 for the 32GB model and $399 for the 64GB model. The iPhone 5s will be available from the Apple Online Store (www.apple.com), Apple’s retail stores, and through AT&T, Sprint, T-Mobile, Verizon Wireless and select Apple Authorized Resellers. iPhone 5s will be available in the US, Australia, Canada, China, France, Germany, Hong Kong, Japan, Puerto Rico, Singapore and the UK on Friday, Sept. 20.