Burberry just can't help but show off their digital prowess and innovation with a video shot entirely with iPhone 5S, an exclusive collaboration pre-launch of the coveted smart phone.

This use of the phone’s new iSight camera paved the way for its spring / summer 2014 runway show being filmed in this way at London Fashion Week, out-buzzing Topshop (it’s closest fashion rival in social media) with nearly 300,000 mentions on Twitter and Instagram according to social media agency Jam.