New and More Versatile, Polaroid’s Now Camera

Improved design and increased creative control make this the company's most advanced instant camera yet

Expanding upon the brand’s 82-year legacy, Polaroid‘s newest point-and-shoot instant camera, the Polaroid Now ($99), features upgrades to its focus, battery, flash and user experience, all while maintaining the magic of previous generations. This particular release also signifies the end of Polaroid Originals—an offshoot of the company formed from The Impossible Project in 2017, at the then-peak of instant photography’s resurgence. But for many, the …

Polaroid Originals Unveils OneStep+ Camera

An instant, analog device with photo-editing features and an iOS app

To celebrate Polaroid’s 80th year, in 2017, the brand unveiled the Polaroid Originals OneStep 2—a camera designed to be an upgraded revert to analog. The natural progression from last year’s release to today’s—including the addition of an iOS app, settings, and a new lens—is the Polaroid OneStep+; their most expansive analog camera since the end of their of instant film production in 2008 and subsequent …

The New Polaroid Originals Camera + Film

An acquisition by a shareholder in Impossible Project means the beloved company is back as an analog brand

Today marks the 80th anniversary of iconic analog instant photography brand Polaroid—and with it comes a some big news. Thanks to an acquisition by the largest shareholder in Impossible Project, Polaroid analog photography is back. With this new deal comes the creation of Polaroid Originals—the impossible became possible; as a brand Impossible Project will go away in favor of Polaroid Originals. Fortunately, this isn’t just …