Polaroid fuses fashion with function

Creative director Lady Gaga launches the Polaroid Grey Line at CES 2011

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Polaroid fuses fashion with function Popstar and Polaroid creative director, Lady Gaga, revealed the new Polaroid Grey Line, which includes the GL10 Instant Mobile Printer, GL30 Instant Digital Camera and the GL20 Camera Glasses. (Getty Images)
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By  Georgina Enzer Published  January 9, 2011

Polaroid has unveiled its new Grey Label, co-designed with its creative director, the pop star Lady Gaga.

The new Grey Line includes the GL10 Instant Mobile Printer, GL30 Instant Digital Camera and the GL20 Camera Glasses."I consider myself to be a visionary, not just a songwriter and a singer. I am an artist," said Lady Gaga, who was appointed as Polaroid's creative director in January last year. "I brought my vision and love of fashion, technology and obsession with the future into all of my work with Polaroid."

The Grey Line GL20 Camera Glasses are a hybrid of fashion and technology; they are designed to act both as sunglasses and as a digital camera. The glasses include a built-in camera and two 1.7-inch OLED screens, so that users can both capture or upload photos with the built-in camera, and display the images they are taking on the outward-facing screens. The glasses also include a USB key so that users can upload images or download images.

The GL20 sunglasses will be available later this year.

The GL10 Instant Mobile Printer features embedded dye-crystal ZINK Zero Ink Technology from ZINK Imaging. The ZINK Paper is an advanced composite material with cyan, yellow, and magenta dye crystals embedded inside. Before the image is printed onto the paper, the crystals are clear, the printer then uses heat to activate the crystals so they change colour. Photographs emerge from the printer fully-developed and protected by a water-proof coating.
The mobile printer will be available in May 2011 in the US for $149.99. The ZINK 3x4-inch paper will also be available in May 2011.
The GL30 Instant Digital Camera is designed to give you instant images using the same ZINK zero ink technology as the printer. The camera is designed to work much like the original Polaroid cameras, but with digital camera features such as a digital screen to view your images and a number of filters and borders to create original images.
The GL30 Instant Digital Camera will be available later this year; the price is still to be decided.
"The Polaroid Grey Label line embodies the Polaroid brand, with an injection of the future-looking fashion and design mantra of Lady Gaga that simply can't be replicated," said Scott W. Hardy, Polaroid's president. "It represents Polaroid innovation for the new generation, one in which there are no limitations to sharing creativity through photography, both physical and digital."

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