Earlier this week, Polaroid announced a multi-year strategic partnership with Lady Gaga, who will serve as creative director for a specialty line of Polaroid Imaging products. The partnership brings together one of the world’s most iconic brands with today’s fastest rising musical artist and cultural trend setter, known for her string of smash global hits, her fashion forward design aesthetic (including her headphones, Heartbeats, part of the Beats by Dr. Dre family) and her exceptionally close connection with her fans.
Lady Gaga made a special appearance at the Polaroid booth at yesterday’s 2010 Consumer Electronic Show (CES) in Las Vegas to talk about her new creative and business relationship with the Polaroid brand.
“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.”
The partnership with Lady Gaga is the most recent in a string of partner announcements by PLR IP Holdings, LLC (PLR), the new owner of the Polaroid brand.New products by Polaroid and Lady Gaga are to hit retail shelves starting in late 2010.