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Lady Gaga Unveils Polaroid Grey Label Collaboration at CES

Posted by Shirley Brady on January 6, 2011 07:30 PM

Polaroid made a splash at CES a year ago by announcing the instant-photography brand was tired of being retro and embracing the future by hiring Lady Gaga as its creative director. It's been a relatively quiet partnership until now.

After a bit of teasing and talk of a Made in Polaroid social collaboration platform, Gaga and Polaroid today revealed the "future forward" results of that collaboration: Grey Label, a line overseen by Gaga and designed by Haus of Gaga, the performer's creative team which styles her tour, videos and costumes. Details after the jump.

“The Polaroid Grey Label line embodies the Polaroid brand, with an injection of the future-looking fashion and design mantra of Lady Gaga that simply can’t be replicated,” said Polaroid president Scott Hardy in a statement.

• The Grey Label's portable GL10 printer can wirelessly (via Bluetooth technology) make 3"x4" Polaroid-style paper copies of photos shot on any smartphone, and will have apps starting with the Android at launch. It's slated for a May release, with a suggested price of $150.

• GL30 camera is a 12 megapixel Polaroid, and chunkier than might be expected. Explains the release, "Designed for longevity, the GL30 is not only for the future, it's an object of desire. Users can select from a number of filters and borders to create truly original images that instantly fit in the palm of your hand." No price or launch date for the camera was announced.

• The Wall Street Journal got a sneak peek at the wildest item: GL20 “camera glasses” — sunglasses with a concealed camera that can transmit the images on the OLED screen lenses, an idea inspired by similar glasses Gaga fashioned from iPod screens for a tour. Pricing and release date weren't announced.

"Bridging fashion and technology," they're the most futuristic Grey Line item, described as "a stylish way to take pictures of what a wearer is seeing. Polaroid says users can instantly capture or upload photos with the built-in camera and then display them on the glasses’ LCD screens for others to see."

“Only Lady Gaga could create a hybrid that’s part fashion statement, part revolutionary technology and part tool for self-expression,” the company stated. 

More details are in the press release — and here's Mashable's video of the CES reveal:


Rick United States says:

Hmm... I don't think that's going to do either brand any good.

You know, the one thing we should be able to expect from this collaboration is a really great stage presentation. This looks like a clumsy Gaga impersonator!

The glasses are pretty cool I guess, for a niche audience of well-funded hipsters, but I sure hope they're not betting the farm with that printer or camera. Dark days for Polaroid and no sign of light here. Lady Gaga is no Madonna here.

January 7, 2011 04:14 PM #

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