Polaroid has just launched Polaroid Originals, a brand new brand dedicated to analog instant photos. Along with the new brand comes a new OneStep 2 camera and the debut of a new film type called i-Type. The OneStep 2 is the first camera from Polaroid Originals, a new brand under the Polaroid umbrella dedicated to revamping the company’s classic cameras for the digital age.
“It’s also completely unique and impossible to reproduce,” Oskar Smolokowski, the CEO of Polaroid Originals, says.
“When it comes to capturing a moment and bringing people together,” Smolokowski says, “there’s nothing quite like a Polaroid photograph.”
The OneStep 2 looks a lot like the original. It has a flat base that houses the film, a square camera body that comes in white and graphite, and the same instantaneous technology that made Polaroid famous – you press the shutter and your photo will print immediately.
The updated OneStep has automatic flash built in, which makes it easier to take photos at night. There’s a 10-second self-timer and a USB-charged battery that Polaroid says lasts for 60 days. At the top of the camera, a row of glowing LEDs shows how much film is left out of an 8-pack.
In addition to the camera, Polaroid Originals is unveiling a new generation of film, I-type, that comes in both color and black-and-white options ($15.99 for an eight-pack); vintage format film for Polaroid SX-70, 600, and Spectra models price out at $18.99
Polaroid Originals’ new i-Type film comes in color, black-and-white, and special edition flavors. The “i” in the name stands for “incredible.”
“Every instant camera needs a film to go with it, and our i-Type cameras have their own special i-Type film,” the company says. “It’s optimized for the OneStep 2, battery-free (which makes it easier on your wallet) and ready to roll.
“The new film features the distinct dreamy aesthetic that Polaroid is famous for.”
Here are some sample photos captured on the new i-Type film:
The OneStep 2 is available for pre-order online now and will be available in stores October 16, with a price tag of $99.99. In addition to the camera, Polaroid Originals is unveiling a new generation of film, I-type, that comes in both color and black-and-white options ($15.99 for an eight-pack); vintage format film for Polaroid SX-70, 600, and Spectra models price out at $18.99.