the photo machine

With the concept of street style breaking into the mainstream and 'everyday' people gracing the pages of magazines aswell as the style blogs, Topshop, on top of the game as ever, has lanuched a collaboration with the Helmut Newton Foundation which gives everyone a chnce to jump in front of the camera lens.

In tune with the rise of sites like Facehunter and The Sartorialist and also a happy coincidence for the gaggles of teenage girls that already photograph themselves in the changing rooms, the Helmut Newton Photo Machine is travelling around the UK.

Inspired by the late photographer's idea from the 1970's that a teams of stylists, a photographer and crew aren't needed for a photograph and that a model can do a fine job armed wth The Machine, a pose and the click of a button.

I'm very excited by this idea. Further proof that Topshop is somewhat a modern day superbrand with a fantastic team of innovators coming up with some bloody marvelous ideas. That in-store hairbar, the consistent quality of the designer collections and the sponsership of the new generation of designers, on top of the best of designs on the high street. The photographs will also be available to flick through on the regularly updated site. Oh Topshop, you spoil us.

The Photo Machine is in-store at Oxford Circus, London until June 15th.
Manchester Andale
June 17th-22nd
Dublin St Stephens Green
June 17th-22nd