Polaroid has signed Lady Gaga, who is a fan, to be the to be the creative director, face for the brand and also to develop new cameras and accessories.
“Lady Gaga is a great creative talent who has a lot of passion for this brand,” said Jamie Salter of Hilco Consumer Capital, one of Polaroid’s new owners.
Gaga made a special appearance at the Polaroid booth at the CES on January 7 to share further details of her creative and business partnership with Polaroid.
“I am so proud to announce my new partnership with Polaroid as the creative director and inventor of specialty projects,” said Lady Gaga.
“The Haus of Gaga has been developing prototypes in the vein of fashion/technology/photography innovation–blending the iconic history of Polaroid and instant film with the digital era–and we are excited to collaborate on these ventures with the Polaroid brand.
Lifestyle, music, art, fashion: I am so excited to extend myself behind the scenes as a designer, and to as my father puts it — finally, have a real job.”
This latest partnership is one of many PLR IP Holdings, LLC has formed in an effort to deliver new products to faithful Polaroid customers while at the same time open the brand up to a new generation of digital-savvy consumers.
Lady Gaga “will be involved in everything from concept to product design to marketing”, Polaroid is aiming for a Christmas 2010 launch of a line of Lady Gaga-branded products.
Source: AFPrelaxnews, 2010