These days, there are even services where you can even have your digital photos printed in the shape of Polaroid images. Since Polaroid went away, photographic nostalgia has flourished in the form of iPhone filters, the Fujifilm instax cameras and film, and the revival of analogue photobooths. Interest in analogue photography formats such as Lomography was growing, and already my generation was starting to tinker with their digital photographs by adding filters to give them that dreamy aesthetic for which Polaroid is famed. I recall thinking at the time that the winding up of the instant photography arm of the company was a strange business decision I was at university, and quite a few classmates used old Polaroid cameras they had picked up at car boot sales or had owned since childhood. It is this “impossible project” that has acquired the brand and paved the way for Polaroid Originals). The relaunch of Polaroid comes nine years after it was discontinued, and just over a year since the last packs of official Polaroid film expired ( Florian Kaps, an Austrian Polaroid enthusiast, bought up the last remaining Polaroid factory in the Netherlands and tried to reinvent the film from scratch.
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