Polaroid Grey Label by Haus of Gaga Presents Sunglasses Camera

LAS VEGAS, Jan. 6, 2011 - Polaroid and its Creative Director, Lady Gaga today unveiled Polaroid Grey Label, an original line of products co-designed with Lady Gaga.

Polaroid Chairman Bobby Sager (L) and recording artist Lady Gaga use a mannequin to unveil the Polaroid GL20 Camera Glasses as they debut the Polaroid Grey Label of products Lady Gaga co-designed at the 2011 International Consumer Electronics Show at the Las Vegas Convention Center January 6, 2011 in Las Vegas, Nevada. Lady Gaga serves as Polaroid's creative director and also helped introduce an instant digital camera and instant mobile printer.

This collaboration between two cultural icons reflects Polaroid's long standing tradition of innovation tracing back to founder Dr. Edwin Land and Lady Gaga's mission to deliver products that enable creativity for all, celebrate artistry and make sharing instantaneous across the physical and digital. The inaugural Polaroid Grey Label line is truly expressive of Lady Gaga's artistic vision and includes the GL10 Instant Mobile Printer, GL30 Instant Digital Camera and the GL20 Camera Glasses, a unique new look at how to turn images into a fashion statement.

"I consider myself to be a visionary, not just a songwriter and a singer. I am an artist," said Lady Gaga, Polaroid's Creative Director. "I brought my vision and love of fashion, technology and obsession with the future into all of my work with Polaroid."

"This (GL20 sunglasses) is the first ever pair of sunglasses that can be worn out to protect your eyes from the sun and they can also take pictures," said Lady Gaga.

The glasses can shoot both photos and video, which is stored in memory embedded in one of the earpieces. The earpiece can be removed and connected via USB to a printer or the images can be transferred via Bluetooth.

The second product, the GL10 mobile photo printer, will be available in March for US$150 and pairs via Bluetooth with any cell phone that supports the standard, except Apple's iPhone. Exclusion of the popular cell phone prompted a few jeers from the audience to which Lady Gaga explained it was an Apple limitation and not a decision on Polaroid's part.

"I suppose many of you here are nerdy enough to carry around a mobile printer with you," she said. "I know I will."

The printer takes a cartridge of 10 sheets of paper.


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