As you've all heard by now, the big photography news this past week, other than the announcement of some camera called the iphone X, is the return of the Polaroid brand in a big way with a new analog camera.
I think it's incredibly shrewd, firstly for the Impossible Project to acquire Polaroid, and then to rebrand itself as Polaroid Originals. Polaroid is an iconic company with 80 years of storied history, and continues to have a niche in the hearts and more importantly, minds of consumers young and old. Whether you've been around since Polaroid's heydays, or new to instant photography, you have probably heard of Polaroid.
It's a good start for Polaroid Originals. The new camera itself is not that big a deal. And I certainly hope they will continue to improve the new film as well as support the vintage formats. The rebranding, however, marks a renewed commitment to "the future of analog instant photography." And that's what excites me the most.