With all the talk about instant fashion, Michael Kors is taking it a step further.
The designer is collaborating with Fujifilm to launch the Michael Kors X Fujifilm Instax Mini 70 instant film camera. It’s the photography brand’s first fashion partnership.
The camera will be unveiled globally Wednesday at Photokina 2016, the world’s largest and most important trade fair for the photographic and imaging industries held biennially in Cologne, Germany. The camera will be available globally for the holiday season at Michael Kors Lifestyle Stores, starting Oct. 20.
Retailing for $149, the camera comes in an exclusive gold metallic color that reflects Kors’ aesthetic. The brand logo is printed on the front of the case body, and the designer’s signature is showcased in the same gold color on the camera door. The camera, which produces a sharp, physical photo the instant one takes it, features a sleek design, special selfie mode and high-performance flash that automatically calculates surrounding brightness and adjusts shutter speeds accordingly. The camera also has a smart selfie mode that automatically adjusts settings to capture selfies, which is expected to be popular at parties or while hanging out with friends.
The collaboration was inspired by Kors’ Scout handbag collection, a new group of silhouettes that was designed to emulate vintage camera bags. The Scout bags feature multiple compartments and a crossbody shape and comes in a variety of colors with the option of adding interchangeable studded guitar straps. Other add-on items include an Instax photo scrapbook, leather Instax photo keychain and a gold-tone chain camera strap for the camera itself. The medium molded camera bag retails for $348, the gold-tone jewelry camera chain strap is $28, the scrapbook is $68, and the key chain is $58.
“With the popularity of Instagram, there’s been this huge resurgence lately of film — and I love that,” said Michael Kors. “Using instant photography has always been such an integral part of my creative process, whether it’s snapping photos of looks in preparation for the shows or taking behind-the-scenes shots. Now we use the Instax Mini everywhere from the runway, to the office, to everyday life. It provides the perfect combination of timeless, tangible photos with fast-paced glamor and modern technology.”
Mark Yamamoto, president and chief executive officer of Fujifilm North America Corp., and president, Fujifilm Holdings America Corp., said, “Fashion and photography are about giving a voice to individuals as they express themselves, and this Instax Mini 70 by Michael Kors is the pinnacle of style and substance.”
He added, “We are seeing an explosion of excitement in instant photography today, and now consumers can make a stylish statement with the combination of Instax and the luxury of the Michael Kors brand.”