Long-troubled imaging brand Polaroid has hitched its muse to Lady Gaga, naming the music superstar creative director for a specialty line of products.
Polaroid in a statement describes the deal as “a multi-year strategic partnership…[that] brings together one of the world’s most iconic brands with today’s fastest rising musical artist and cultural trendsetter.”
Lady Gaga will make an appearance today at Polaroid’s booth at the Consumer Electronic Show in Las Vegas to discuss the partnership.
Said the artist: “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.”
Stephen Miller, co-CEO of PLR IP Holdings, which owns the iconic brand, added: “Polaroid has had a special connection with its customers for years, we are delighted to be partnering with Lady Gaga to continue with that tradition and bring new and exciting products to the next generation.”
New products by Polaroid and Lady Gaga are scheduled to hit retail shelves starting in late 2010.
Polaroid lost its grip on the instant photography market in the 1990s and basically never recovered. It filed for bankruptcy in 2001, was purchased for $425 million four years later by Petters Group Worldwide, then filed for Chapter 11 protection a second time in December 2008. Last April, Hilco Consumer Capital and Gordon Brothers acquired the brand, which now exists as a registered trademark of PLR IP.