It took the best part of a decade, but what began as the Impossible Project has managed to bring Polaroid back from the brink. Previously Polaroid Originals, the brand now owns the rights to the name – and the Polaroid Now is its first instant effort in this new guise.
An evolution of the fixed-focus Onestep 2, the Now is the first camera in the range with an autofocus lens. It’s meant to take some of the guesswork out of shooting on instant, helping photographers avoid blurry images that waste expensive film.
Purpose-built for fun, spur of the moment snaps, it should appeal most to the instagram generation, anyone with a creative eye, and those looking to liven up parties or wedding receptions.
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