UK clothing retailer Topshop are allowing their customers to star in their own series of fashion shoots.
Topshop has set up temporary studios in 3 of their stores, allowing their customers to walk in, strike a pose and press a button to set lights and camera in action. Naturally, they were encouraged to dress up in the store's clothes. Customers also receive a print of their fashion shoot, and the images are posted online.
The camera and studio are based on a 70's photographer's idea. The original Helmut Newton studio came about for the sole purpose of capturing the subject as they see themselves.
A novel way to drive foot-traffic and appeal to that inner model in all of us.
Via: Springwise
