Ok, so first we saw Burberry shoot the live web streaming SS 14 catwalk campaign at London Fashion Week on the new iPhone 5S, now we see Nick Knight shoot Diesel’s new campaign on his iPhone!

Have smartphones really evolved that much to warrant the blurring of everyday objects used for high end fashion shows/campaigns?

That’s the conclusion of Emily White, senior director, business opportunities, at Instagram, who points to the sophistication of cameras on smartphones as one reason for ushering in the transformative change.

According to White, industry data show there were just 4 billion photos taken by analogue cameras in 2011, compared with 380 billion using a mobile device. The sophistication of the screen resolution on the camera in mobile devices has changed dramatically, and people are using services such as Tumblr and Pinterest to share their experiences.

Watch Nick Knight at work on ‪#‎DIESELTRIBUTE‬ with Nicola Formichetti in this exclusive footage.

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