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Polaroid releases its first collaboration with Pantone

Polaroids new instant film with Pantone’s Color of the Year 2024 highlights the power of human connection

Polaroid announces its new edition of Color film, a collectible collab featuring eight instant films in a velvety peach hue. As Pantone’s Color of the Year, Peach Fuzz, represents a collective longing for unity, warmth and compassion during a time when nurturing these qualities is essential. Feelings that Polaroid photographers often express with the medium of instant photography by visually communicating complex emotions and experiences.  

Polaroid photography offers a unique visual form of expression, enabling creators to slow down and enjoy what's right in front of the camera. This visual communication is a way for people to express complex feelings that might be difficult to articulate through words alone — which is what Pantone Color of the Year 2024 celebrates. 

Appreciating both the good and the challenging moments and the contrast between them is what makes real life exciting. We hope that our new film will inspire creators to get creating in the real world and celebrate human connections beyond the phone screen,  Polaroid Chairman, Oskar Smolokowski

Polaroid Pantone Color of the Year 2024 Edition i-Type Film will be available on polaroid.com in January and select retailers worldwide starting February 1. Compatible with the Polaroid Now+, Now, I-2 cameras and Lab Printer. 

Polaroid x Pantone
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Polaroid x Pantone
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Polaroid x Pantone
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Price: $19.99 / €19.99 / £18.99 per pack 

For more information, please contact: 


*Please ensure that all imagery is credited to the photographer in the filename (if provided) as well as Polaroid.

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About Polaroid

Polaroid was founded in 1937 by Edwin Land as an icon of innovation and engineering. The company’s launch of the Polaroid Land camera in 1947, which marked the genesis of instant photography, and subsequent introduction of the breakthrough Polaroid SX-70 camera in 1972 and many others, would firmly cement Polaroid’s standing as a technological pioneer and cultural phenomenon during its peak. However, at the turn of the century, the company would be faced with new realities surrounding digital technology’s swift rise and ceased the production of instant film in 2008. But that was short-lived; a dedicated group of instant photography fans would save the last Polaroid factory in the Netherlands under the name ‘The Impossible Project,’ paving way for the eventual rebirth of the original ‘Polaroid’ brand in the years following.

Today, Polaroid is in pursuit of unlocking the beauty in everyday life with instant photography tools that empower creators across the globe to capture meaningful moments. With recent introductions like the world’s smallest instant camera, the Polaroid Go camera, and the world’s first instant camera with built-in manual controls, the Polaroid I-2 camera, the company that we have come to know and love for over 80 years is rooted back in the spirit of analog innovation for the modern age.

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