"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 January 6 statement on her website. "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."
Lady Gaga made it official today during her press conference at the Consumer Electronics Show in Las Vegas (see video below).
Polaroid, who teetered on the edge of bankruptcy when its classic instant film and cameras where made obsolete by digital imaging, is excited about this bold new move.
Stephen Miller, chief executive of Polaroid owner PLR IP Holdings, had this to say: "The core of [the new brand] is that it's real, it's unedited, and it captures the moment. We are changing our business model and launching into the global marketplace."