Friday, June 13, 2008

Release your inner supermodel with Topshop

If you've ever harboured a fantasy to star in your own fashion shoot, Topshop could help you to realise your dream. Starting this week in London's Oxford Circus store (and coming to the Stephen's Green store in Dublin from June 17th to 22nd), a photographic studio set up in store will allow you to style, pose and photograph yourself, without a photographer being present.

The concept is inspired by iconic fashion photographer Helmut Newton's "Photo Machine". He came up with the idea in the 1970s, using a specially designed photo studio where the photographer did not need to be present. The camera was set up on a timer system and the model used a mirror behind the camera to check her pose. In effect, the control of the shoot was handed over from photographer to model.

Now Topshop is paying homage to Newton by recreating his system in their flagship stores, where customers will be able to style themselves as they wish in Topshop fashions, before posing for the Photo Machine and taking their own photo. Check out the customer photos in the Topshop Gallery and head along to the Oxford Circus, Manchester Arndale or Dublin Stephen's Green stores if you'd like to take part yourself.

Image thanks to Topshop

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