The company, which recently emerged from bankruptcy and was once best known for its instant-film cameras, plans to roll out the first Gaga-themed products by the end of this year. A spokesperson for Polaroid told the Wall Street Journal that Gaga would be developing "imaging products" that include both the company's signature instant-film cameras as well as digital devices, but would not further elaborate on plans. Gaga is slated to make an appearance at the Polaroid booth at the 2010 Consumer Electronics Show (CES) in Las Vegas on Thursday morning (January 7) to discuss the deal.
"I am so proud to announce my new partnership with Polaroid as the creative director and inventor of specialty projects," the "Paparazzi" singer said in a press release. "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."
This isn't Gaga's first foray into product endorsement. She has also teamed up with Dr. Dre to create Heartbeats headphones for Beats by Dr. Dre.