Lady Gaga relaunches a camera trend...Polaroids!

From the grave of bankruptcy in 2009 Polaroid is being revitalized as a new means of photography and art. If you don’t elieve this just ask its new creative director, the pop-icon-of-the-moment Lady Gaga. “I am so proud to announce my new partnership with Polaroid as the creative director and inventor of specialty projects” Gaga said in a press release. The artist, dubbed as the Madonna with a fashion sense, added “The Haus of Gaga has been developing prototypes in the vein of fashion/technology/photograph and innovation”.

The success of incorporating Gaga to Polaroid’s brand name  is evident in the buzz on the blogosphere, internet forums and a renewed interest in the use of instant cameras. More importantly the company is returning to life after the announcement of Chapter 11.

Photographers, artists, scenesters, hipsters, college kids and oldies who loved Polaroid are now discovering/rediscovering how great it is to take a picture, pull out the film and eagerly wait till you see your subject.

So is Polaroid, the most popular instant camera of its era, the new DSLR?

May be not, but instant camera has become a gadget-of-the-moment, with a cult status following comprised of  photographers, artists and fashionistas, these members are really passionate about the brand. “Everyone loves digital cameras and we all love the naturalness of instant prints. Polaroid is bringing its own brand of instant together with digital” said Scott Hardy, Polaroid’s president. The instant gratification formula also compliments this generation’s penchant for the quick and the easy.

Pro photographers and hobbyists are happy to have Polaroid back. Digital cameras may have changed photography but the instant camera still offers unique applications that photographers can appreciate. Aside from the picture-a-minute appeal to snapshooters Polaroid is a powerful photographic medium  for its unique and raw quality . As one blogger/photo hobbyist commented “Sometimes digital photography is too perfect”.

This is why Austrian photographer Forian Kaps started The Impossible Project. ‘Impossible’ is an endeavour to reinvent Polaroid instant film. The group will release Polaroid-branded films for new cameras (which also works for the old) to be released this year. Kaps, the owner of largest online vendor for Polaroid  films, bought 500,000 film packages  that were on stock when he learned that Polaroid was being shut-down. Today aside from sphere heading the ‘Impossible Project’ he also curates an online photo gallery at Polanoid.net. It has become the home base for Polaroid’s cult following.

Lady Gaga is part of the Polaroid camera team

The Polaroid may be an old camera that has become a new trend. And just like its ambassador Lady Gaga, it is here to shake it and stay. From digital cameras back to instant cameras, amazingly the future of photography is going full circle.

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