Topshop and The Newton Machine
In the UK Topshop has recently given customers the opportunity to star in their own iconic fashion shoots. Topshop created a series of temporary photo studios in three stores, using a set-up that fashion photographer Helmut Newton created thirty years ago. Customers received a print of their fashion shoot, and the images were also posted online.
If you think about it, the idea of having consumers photographed in a retail environment isn’t new, but TopShop managed to it differently, adding a strong fashionable and PR angle to the idea. Helmut Newton is an icon of fashion photography and the use of The Newton Machine, is an appealing opportunity young consumers looking for “gravanity” just can’t afford missing.
via Springwise.
This was a fun project to work on (we created the site) as all Topshop projects are. Vanity is certainly a strong motivator as we discovered a few years ago when we created “the warholizer” which invited people to send in snaps that we might then warholize if we thought they were interesting. The idea of participating in something connected to a legitimate name or movement in art is also an important factor in the success of these projects.
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