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Top Model

British fashion giant TopShop knows exactly what their customers want to see more of: themselves.

In select U.K. stores, fitting rooms were turned into self-shoot photo studios, allowing shoppers the opportunity to play dress-up, stylist and photographer all in one go. The event was positioned as a tribute to Helmut Newton's 'Newton Machine', the controversial photographer's take on self-shot and styled photography.

Photos were printed out for customers to take home as souvenirs, as well as posted online for all to admire. Word of the day: Gravanity.


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