R.I.P: Polaroid, 1947-2008

The use of Polaroid instant film has been an industry standard for years among those working in the fashion industry: from fashion editors and stylists to photographers, modeling agencies, and casting directors. However, an announcement made earlier this year sent shockwaves throughout the fashion industry and beyond: Polaroid has discontinued production of its iconic instant cameras.

The company issued a statement in February 2008 revealing that they will be abandoning instant film to focus on the rapidly expanding, and far more lucrative, digital film market. Polaroid is no doubt seeking to build a more profitable platform for business operations after, first, having to file for Chapter 11 bankruptcy protection in 2001 and, then, being acquired for $426 million by Peters Group Worldwide, a private investment firm, in 2005. Polaroid already ceased production of its instant film and has shut down two of its production facilities, resulting in the termination of more than 150 employees.

The sudden and untimely loss of Polaroid instant film is going to force many in the fashion industry to find a new system of doing things. Magazine editors have been known to use up to 350 polaroids in the production of a single issue and stylists can spend hundreds of dollars on film as they photograph their favorite looks in showrooms or backstage at fashion shows. Modeling scouts and casting directors will no longer be able to snap quick photos of fresh talent they may meet on the streets and immediately post the faces up at their agencies for further discussion. Polaroid film has also been long favored by artists and fashion photographers by the likes of Andy Warhol, Robert Rauschenberg, Rankin, and Jeremy Kost, who has been referred to in New York City art and social circuits as “the Polaroid artist”.

While Polaroid does believe that they have produced enough film to stock stores and continue selling throughout 2009 it just goes to show that one minute you’re in, and the next minute you’re out.