Creative Direction: LYJ
Production: LYJ
Editor: Dave Arnold @ LYJ

The Story //
Helmut Newton was famous for empowering women and letting them take control of their own image. Topshop, working directly with the Helmut Newton estate recreated the Newton Machine, a specially made studio that Newton came up with in the 1970s, designed to allow subjects to take their own photograph without the help of a photographer.

Unlike a photobooth, there is some degree of control of how subjects see themselves in this machine. "The whole system is devised to heighten the tension of the modeling session and to catch the model at the peak of each post," said Newton.

Topshop Oxford Circus did their best to recreate the machine in a bespoke photographic studio. The studio allowed customers to simply go inside, stand within a marked area, pose in front of the mirror, and then press a button on the cable release to take a photo. Customers got to keep a printout of the image.

On the opening day , Phillip Serieys, the first assistant of Helmut Newton in Paris, was on hand to give guidance on how to use the machine. "A slight movement, a smile, a quick look, the shape of your body," he said. "You will soon find what makes you different and unique. This way, you can start taking pictures."

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