Lady Gaga has an unexpected new collaborator: the instant-photography brand Polaroid, it was announced at the Consumer Electronics Show in Las Vegas, where the feisty pop sensation is scheduled to appear in person Thursday. Her newly developed title: creative director and inventor of specialty products.
“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,” Gaga, 23, said in a statement.
“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.”
Financial terms were not disclosed.
Founded in 1937, Polaroid hit its peak in the ’60s with film that the consumer didn’t have to send out to be developed, though modern digital cameras rendered the process obsolete. Last May, private equity firms took the company out of bankruptcy and plan to launch new products using the Polaroid name.
The campaign with Gaga, who is said to be a fan of Polaroid, will apparently see her star in the company’s marketing campaigns as well as on social networking channels. In turn, Polaroid is expected to be a presence at her concerts.
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Without elaborating, a spokeswoman for the company tells the Wall Street Journal that Gaga will help develop retail “imaging products” that span both the company’s instant classic film category and its digital-imaging line.