It’s time for the next step in Polaroid’s 82 year journey—a Polaroid for Now. Polaroid Originals has returned to its original name ‘Polaroid’, unifying the brand to create products that bring people together in meaningful ways. To celebrate the rebrand, Polaroid is unveiling a fresh new look and feel for the new decade, debuting with its new autofocus instant analog camera range, Polaroid Now.

Polaroid Now presents an easier point and shoot camera for everyone. With a newly developed autofocus lens system, longer-lasting battery, accurate flash, and a friendlier more functional camera design, it has never been easier to snap the perfect Polaroid photo—whatever level your photography skills.

The Now camera range will be available for a limited time in each of Polaroid’s five iconic rainbow colors: red, orange, yellow, green and blue—and will land alongside the classic black and white cameras. The new camera design embraces curved, fluid lines marking a move away from the angular cases of the past, allowing users to hold, view and use with ease.

Embodying Polaroid’s new look for the decade, the Now camera range will be available at launch for a limited time in each of Polaroid’s five iconic rainbow colors: red, orange, yellow, green and blue – and will land alongside the classic black and white cameras, which will continue to be the core colorways.  The new camera design embraces curved, fluid lines marking a move away from the angular cases of the past, allowing users to hold, view and use with ease.

Polaroid Now is available to purchase at www.polaroid.com  $99.99. The Color i-Type Film -Black Frame Edition and Color i-Type Film – Color Wave Frame Edition are available from 26th March 2020 at www.polaroid.com RRP $16.99