twice connect

Polaroid Goes Gaga

1/07/2010 04:20:52 PM Eastern

CES 2010 LAS VEGAS - Polaroid
announced at International CES it would be partnering with musical artist Lady
Gaga for a line of imaging products.

The partnership,
described as "multi-year," has Lady Gaga taking on the role of creative
director for the line.

"I am so proud to
announce my new partnership with Polaroid as the creative director and inventor
of specialty projects," said Lady Gaga in a statement. 

"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," she added.

Stephen Miller, co-CEO of PLR
IP Holdings, owner of the Polaroid brand, said, "Lady Gaga's broad creative
talents and the way she connects with her fans in her own, unique manner made
her a natural choice for Polaroid ... and we are delighted to be partnering with
Lady Gaga to continue with that tradition and bring new and exciting products
to the next generation."

The collaboration's
resulting products are expected to be available at retail in late 2010.

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