Fashion: You are this year's model

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Fancy yourself as a model, but don't fancy surviving on lettuce leaves? For a fleeting taste of fame, get down to Selfridges where DKNY has teamed up with acclaimed New York photographer Mark van S to beam your image over London's West End via his digital photo booth.

The booth has travelled the world, from Switzerland to Seoul, and now it's hitting our shores. Every day during store hours you can have your picture taken in the booth (located in the DKNY concession on the second floor), from where it is instantly projected in black-and-white into Selfridges' windows overlooking Oxford Street. If you're worried you might not live up to the models who usually feature there, fear not: "Incredibly flattering lighting makes everyone look fabulous," says van S.

It's DIY, too – you pose, you press the button – so no chance of the camera catching pulling that "Are you taking the picture yet?" face. The photos are also added to a slideshow which will run in constant rotation in the store itself until the booth heads off to a new city.

Van S pioneered a new instant-projection technology for the booth (passport snapshots these certainly aren't), which has been used by Vogue Italia, Bloomingdales and Cartier. All that's asked of you to secure your proverbial 15 minutes is a minimum £1 donation to the British Red Cross – cheaper, one would imagine, than asking Mario Testino or Patrick Demarchelier to snap you – and you can take away the instantly printed copies for posterity.

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