Lifestyle

Photography

Back to reality

Capturing spontaneous moments in mere seconds, photography giant Polaroid perfectly blends the instant culture we're living in today with nostalgic, retro-style photography.

First founded by Edwin Land in 1937 as an icon of innovation and engineering, the company first produced ski goggles and 3D glasses for the US Army and Navy. It wasn’t until 1943, when Land’s daughter asked why she couldn’t see a photograph of herself immediately, that the idea for the instant camera was born. In 1947 it became a reality.

Continuing its mission to create beautiful, life-enriching tools to ground photographers in the here and now, Polaroid recently invited 15 photographers to interpret their world through the unexpected and unpredictable imperfections captured on Polaroid film using its Generation 2 Polaroid Now and Polaroid Now+ cameras.

The project, Real Life, aims to celebrate the messy and beautiful moments of everyday life through the lens of photographers from Stockholm to Iran to Mexico, including Akisome Hashizume, Brooklyn-based Andre D. Wagner and Iranian photographer Forough Alaei. polaroid.com

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ABOVE Clockwise, from top left: Andre D. Wagner; Rayan Nohra; Forough Alaei; Edie Sunday; Thalía Gochez; Katie Silvester

RIGHT Iranian photographer Forough Alaei used the Polaroid Now+ instant camera for this shot iconeye.com

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