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Posted on 25th Feb 2011 @ 3:55 PM

POLAROID AND LADY GAGA UNVEIL GL20 CAMERA GLASSES

Polaroid and its Creative Director, Lady Gaga unveiled Polaroid Grey Label, an original line of products co-designed with Lady Gaga at the 2011 International Consumers Electronics Show (CES).  This collaboration between two cultural icons reflects Polaroid’s long standing tradition of innovation tracing back to founder Dr. Edwin Land and Lady Gaga’s mission to deliver products that enable creativity for all, celebrate artistry and make sharing instantaneous across the physical and digital. The inaugural Polaroid Grey Label line is truly expressive of Lady Gaga’s artistic vision, consists of 3 unique products and is probably best represented by the GL20 Camera Glasses, a unique new look at how to turn images into a fashion statement.

Polaroid GL20 Camera Glasses:

• Merges Fashion With Photography: Never before has the world seen fashion, photography and technology come together in one, singular product.

• Tells Your Story to the World: Users can instantly capture or upload photos with the built-in camera and then display the images on the glasses’ LCD screens for others to see.

• Expresses True Artistry and Originality: Only Lady Gaga could create a hybrid that’s part fashion statement, part revolutionary technology and part tool for self-expression.

These exclusive camera glasses will be featured for the first time to the optical world at the Polaroid Eyewear booth at MIDO 2011 (March 4-6, Polaroid both in Hall 15 at stand F02) and will be launched later in 2011.

The Polaroid Grey Label Evolution

After being named Polaroid’s Creative Director in January 2010, Lady Gaga and Polaroid collaborated to define a direction for the line that blended the brand’s core values with Lady Gaga’s creativity. Stemming from “greige goods,” a fashion-industry term for fabric in its purest form, the Polaroid Grey Label line encompasses Polaroid’s heritage of delivering simplicity with the style, wit and sensibility of Lady Gaga.

Committed to bringing originality back to product design across all genres, Lady Gaga articulated that all Polaroid Grey Label products communicate three essential elements of self-expression:

• Creativity: All Polaroid Grey Label products are designed with the idea that creativity and sharing go hand in hand, in both the digital and the physical world.

• Instant Artistry: All features found in Polaroid Grey Label products celebrate, express and bring an element of artistry and originality to the act of image making.

• Fashion: Intended to be just as much everyday fashion accessories as innovative imaging tools, all Polaroid Grey Label products feature unexpected design elements such as leather touch points, brushed metal and exposed mechanical details.

About Polaroid

Across several generations, people regard Polaroid as one of the most trusted, well-respected and recognizable brands when it comes to instant photography and eyewear.  The Polaroid brand has been around for more than 70 years starting with polarized sunglasses which then evolved into instant film, camera and camera accessories, marking the beginning of the well recognized Polaroid Classic Border Logo.  In recent years, the Polaroid brand has expanded into flat panel televisions, portable DVD players, digital photo frames, digital HD camcorders, waterproof digital cameras and more. People can expect to see new Polaroid products that will deliver the fun, instant gratification and value for which the brand has long stood.

For more information, visit www.Polaroid.com and Polaroideyewear.com

Polaroid, Polaroid & Pixel, Polaroid Grey Label, and Polaroid Classic Border Logo are trademarks of PLR IP Holdings, LLC.

Press Contact:
Allison Matthews
(212) 445-8351
amatthews@webershandwick.com