From iconic instant cameras to polarized sunglasses, few photography brands have had as much of a cultural impact as Polaroid. Analog photography is also making a huge comeback, especially among younger generations who sometimes experience the unlimited flow of digital images as fleeting. Photo store chains such as CameraNU, Kruidvat and HEMA are seeing a sharp increase in interest in analog photography and instant cameras. This brings many photography enthusiasts back to the basics of photography, and therefore also to the heritage of Polaroid.
The brand, now more than ninety years old, has had great successes, but also difficult periods, and has continuously managed to adapt to changing times. At a time when traditional photography is rightly coming back into focus, we look back at the history of Polaroid.
The invention of instant photography
Edwin Land, the founder of Polaroid Corporation, was studying at Harvard College in 1928 when he came up with the idea of using tiny crystals and a magnetic field to control how light is scattered - something scientists had been unable to do for decades. In 1948, Land introduced the first commercial instant camera. The first version still required the photographer to remove a top film to reveal the photo.
Land produced a version that could develop a photo directly, called the Polaroid Land camera. This was a groundbreaking milestone in photography because it reduced the time a photographer had to wait before seeing an image to just sixty seconds after exposure (instead of several days).
The first Polaroid cameras
Polaroid Model 95 was the world's first instant camera. The Model 95 used a special type of film known as Type 40, which had a built-in chemical developer.
In the 50s and 60s, Polaroid continued to innovate. It introduced color prints in 1963, and in 1972 consumers no longer needed to peel apart the photograph.
The iconic SX-70
The 70s and 80s brought both highlights and challenges for Polaroid. The SX-70, introduced in 1972, was an advanced instant camera that folded into a compact form. It became famous for its advanced technology and clean design.
The downfall in the digital age
By the end of the 80s, however, Polaroid began to feel the impact of emerging digital-photography technology.
Although the company tried to adapt with digital products, it could not compete with the rapidly growing digital camera market. In 2001, Polaroid filed for bankruptcy, a clear indication of the changing times.
The comeback of instant photography
Nostalgia for analog technologies and a renewed interest in instant photography, especially among younger generations, led to a kind of renaissance of Polaroid film at the end of 2010.
Polaroid glasses and polarization technology
After the war, Polaroid's polarization technology was increasingly used in consumer products, including sunglasses. Polarized lenses reduce annoying reflections and glare, making vision more comfortable in bright light. This meant that the name Polaroid remained associated with optical innovation outside photography.
Polaroid Corporation already had experience with optical equipment during the war, which evolved into glare-reducing glasses for dogs, 3D and night vision equipment, and more. Eventually they turned to creating practical eyewear, combining fashion and functionality through polarization technology.
In the years that followed, Polaroid grew into a well-known name in the field of polarized sunglasses. The technology behind these glasses reduces annoying reflections and glare, making vision more comfortable in bright light.
Polaroid’s early commercial success can be attributed to Land’s desire to meet human needs through technology and to the company’s timing during the Industrial Revolution. Today, its eyewear heritage draws on 85 years of experience in polarization, reinforcing its status as an original and credible brand.
Why Polaroid is still popular
Polaroid's analog cameras encourage a palpable sense of play, a theme seen in their modern collaborations. To illustrate, the LEGO Ideas Set Polaroid OneStep SX-70 camera has 516 bricks and the same proportions as a real Polaroid. While it's not a working camera, it's another testament to how beloved the brand and its products have become.
Today, people want to recapture the magic of everyday experiences like photography. Analog photography is making a serious comeback due to the appeal of the nostalgic and physical experience of photography, something that feels surprisingly new for younger generations. It is precisely that physical and limited way of photographing that feels refreshing to many younger generations in a time of unlimited smartphone images.
Together with systems such as Fujifilm Instax helped drive a striking revival of physical photography. Contemporary Polaroid cameras often combine traditional instant photography with digital features such as image storage while retaining the appeal of an immediately printed photograph.
In a time when almost every photo has become digital and ephemeral, it remains Polaroid recalls a form of photography that feels tangible, spontaneous and deliberate.
