Lady Gaga and Polaroid Debut ‘Grey Label’ Camera Glasses

Photography and fashion. Art and music. Lady Gaga and Polaroid.

All these came crashing together at the Consumer Electronics Show yesterday, where pop superstar Lady Gaga finally revealed to the world the line of camera products that she and Polaroid have been working on over the past year.

The highly-anticipated unveiling was seen live by thousands of “little monsters,” AKA Lady Gaga fans, as well as folks just curious to see what all the hype was about. Turns out the buzz was well worth it — the “Paparazzi” singer pulled back the curtain on Polaroid’s new “Grey Label,” which included a pair of futuristic camera sunglasses with an LCD display embedded in them. Wearers will be able to snap pictures, share them in real-time and then send the photos to a printer via Bluetooth.

Flashy, eccentric and over-the-top (much like Gaga herself), the glasses were definitely the highlight of the show. But Polaroid had more post-Christmas presents under the photography tree. The photo film company also introduced a book-sized portable printer and new camera that looks a lot like Polaroid’s original instant cameras. It brings back the iconic boxy look, while also combining modern digital technology. Before you print out 3”x4” photos, you can preview them on the underside’s large LCD screen.

In all, the event represented a full-fledged effort by Polaroid to revive its brand. Getting Lady Gaga on board was just the way to do it. Judging by the reactions of people watching, the company has a whole lot of people interested in getting a camera designed by the idiosyncratic singer. And she really did help create it. Throughout the show, Gaga commended the company for allowing her to have actual creative control in the process and for not just using her as a famous face to sell their products.

By combining their old-school image with modern technology and the contemporary desire for all things retro, Polaroid is well on its way to becoming a relevant part of popular photography again. Hopefully Lady Gaga sticks around long enough to see it happen.