Topshop and Helmut Newton collaboration

The ‘Newton Machine’ will be taking over Topshop. From 10th June, The Helmut Newton Foundation will re-create one of Helmut Newton’s photographic concepts. In the early 70s, the ‘Newton Machine’ was first developed by Newton. Reflecting his mocking approach towards fashion, the machine allows the model to become subject, stylist and photographer simultaneously. Staged in a photographic studio at the Oxford Street flagship store, the machine will be available to Topshop customers.

Working closely with Helmut Newton’s long-time agent Tiggy Maconochie and his long-standing assistant Fifi, the set-up will be as close to the original concept as possible. Images taken by shopper will be displayed in a store gallery and on topshop.com.

Originally, the machine was supposed to capture the subject as they see themselves, which translates to the hedonistic images on facebook today. The recreation of Newton's machine will reach a new generation of the 21st century. Customers are not only in control of how the image looks, but also of how, and where, it is seen.