Topshop installs photographic machine in stores

Time machine: the device is in place already at Oxford Street

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Topshop has been setting up bespoke in-store photographic studios in an exclusive collaboration with The Helmut Newton Foundation.

Fashion photographer Newton created a machine in the early 1970s whereby models could watch their poses in a mirror and set a timer on the camera to control how fast shots were taken.

An updated version has been installed at Topshop's Oxford Street store for customers to use. Machines are also being set up in its Dublin and Manchester shops for shoppers to photograph themselves in new outfits.

Images taken by shoppers are being shown in an in-store gallery, on Topshop.com and on a specially created site Newtonmachineopshop.com.

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