Polaroid on runway

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Front-row at the Cynthia Rowley fashion show last week sat Candice Bergen, Ileana Douglas and a slew of custom-designed Polaroids dressed in black-satin bows. Playing to its strategy to revive the retro brand's hip factor by putting it into the hands of the glitterati, Polaroid Corp. horned in on competitor Olympus' title sponsorship of last week's Fashion Week to tie in with the top designer and break out its "Polarazzi."

The Cynthia Rowley partnership (which stemmed in part from the designer's own use of a Polaroid on an almost daily basis) follows Polaroid's successful partnership with hip-hop band OutKast to leverage the group's popular lyric, "Shake it like a Polaroid picture," an underground effort staged by Polaroid shop Euro RSCG MBVMS Partners. Polaroids made it on-stage at the Grammys and into the hands of the Polarazzi at the OutKast afterparty.

Polaroid also has put its cameras into the hands of editors, inspiring them to use the pictures in layouts, a strategy that worked when a Polaroid spread of Fashion Week appeared in event chronicler The Daily.

"The effort has to be natural, we just take advantage of the situation to insert ourselves for maximum exposure," said Schuyler Brown, associate director, trend-spotting and research at Euro RSCG.

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