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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.” Like Newton’s models, Topshop’s customers just had to walk in, strike a pose and press a button to set lights and camera in action. Naturally, they were encouraged to dress up in the store’s clothes. Customers received a print of their fashion shoot, and the images were also posted online for all to admire. Fun example of a marketing campaign that appeals to consumers’ gravanity while driving foot traffic. (Related: Jet-sized gravanity.) Spotted by: RK