Question: What do corporations with global brand recognition do to revive flagging fortunes? Answer: Hire pop stars as their Creative Directors, and give them license to invent specialty products. At least, that’s Polaroid’s answer to this question. To reignite their dwindling star, they’ve hired Lady Gaga to create a line of products with the Polaroid name, and generally make them fashionable again.
According to an 8 January 2010 post by David Goldman and Julianne Pepitone at CNN.com, Polaroid intend to reinvent themselves, with Gaga’s signing part of this new campaign.
Though Polaroid was saved from bankruptcy in May last year, the brand is relaunching itself as a licensing firm – selling far more items than the instamatic for which Polaroid is famous.
The upshot of this? We may soon see printers bearing the mark of Lady Gaga available for purchase. We may also see TVs, cameras, and whatever else the songstress decides might benefit from her fashion sense.
Speaking in Polaroid’s Press Release, Gaga said: "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."
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