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Yesterday, Polaroid announced it would make Lady Gaga creative director. "Wait, what?" is a totally appropriate response to that news—and possibly something we said out loud when we read it—but there actually is some logic to the stunt. Engadget explains nicely: "As you know, Polaroid recently went Chapter 11 (again), relegating the once great brand to little more than intellectual property to be exploited by the likes of Hilco Consumer Capital and Gordon Brothers—a couple outfits that know the power of branding." Enter the Gaga, who is apparently a giant Polaroid fan. She'll be designing (or at least "designing") new cameras and other gadgets for the company, which hopes to launch the first ones next Christmas.
Engadget has the full press release, but here's the money quote:
"I am so proud to announce my new partnership with Polaroid as the creative director and inventor of specialty projects," said Lady Gaga. "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."By the way, we realize our Lady Gaga coverage is reaching saturation point, but the woman is everywhere. Now, if you'll excuse us, we have to go listen to "Bad Romance" for the 2,867,593rd time.
· Polaroid goes Gaga [NYP]
· Lady Gaga named Polaroid creative director, puts education to good use [Engadget]
· Tonight: Lady Gaga Makes for a Very Special Launch My Line [Racked]