Topshop customers snap their own model moments

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Using its Newton Machine, UK clothing retailer Topshop recently gave customers the opportunity to explore their inner model by letting them star in their own iconic fashion shoots. Topshop created temporary photo studios in three of its London, Manchester and Dublin stores, using a set-up that fashion photographer Helmut Newton created thirty years ago. As explained by Topshop: “In the 1970’s Helmut Newton came up with the idea of The Newton Machine, a specially made studio to take fashion images without the photographer being present. The machine’s original purpose was to capture the subject as they see themselves, which draws parallels to today’s obsession with engineering one’s self-image.”

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