Polaroid Originals Partnership

The Polaroid camera has always been a favourite accessory amongst fashion leaders. The no-filter, instant images it produces make it the perfect item to have on set and backstage at shows, whether it be to quickly document a look, capture a model or check the lighting of a space.

Since the resurgence of the brand in 2010 under the new name Polaroid Originals, the retro images have become more popular than ever and can regularly be seen in magazines and digital articles. However, it’s during the bi-annual fashion months in Spring and Autumn that Polaroids become a necessity, covering clothing rails and mood boards at all of the shows.

This September, Art Partner collaborated with Polaroid Originals for the first time to produce a visual diary documenting our artists work during the Spring/Summer 2020 shows in New York, London, Milan and Paris.

Over the course of the month, Art Partner photographed shows across New York, London, Milan, and Paris, posting over 150 Polaroids on Art Partner’s Instagram. In many instances these images were also shared and reposted by Art Partner’s artists, top designers and brands, maximising the exposure and audience outreach.

Viewers were provided with exclusive insight into the backstage life of leading creatives during one of the most anticipated events in the fashion calendar.

The partnership received significant media attention from publications including Vogue and Dazed Beauty. Articles highlighted the creative process of Cyndia Harvey, Jawara, Lauren Parsons, and Holli Smith through the Polaroid images taken at the shows.