Topshop + Newton Machine

The international women’s fashion retailer Topshop has tapped the legacy of famed fashion photog Helmut Newton to recreate the camera for which Newton became known in the 70’s. The Newton Machine is basically Newton’s self-timed camera with a mirror next to it and a strobe light connected to the “magic box.” The model adjusts the timer based on what she want’s to do in her pose– all at once she can be the photographer, stylist, and subject. The site tells us the story of Newton, explains this instant project, and most important– serves as a constantly updated place for candid photos of Topshop customers doing god-knows-what in front of that magic little box. Whether animalistic, expecting, or jumping for joy (see photos above, from left), it looks like folks are having fun with this one.