An advertisement from the 1940s for Polaroid Eyewear, which turns 75 this year
Before Polaroid instant cameras there were Polaroid sunglasses, accessories that used the company's patented polarising material to diffuse white glare and increase visibility.
The brand marked it's 75th anniversary with an event at New York's MoMA, which featured local DJs the Misshapes and an accompanying exhibition celebrating some of the brand's most enduring styles
Also on display was a preview of the new Polaroid Plus sunglasses collection and a 'glare' installation which demonstrated the unique quality of the Polaroid polarized lens
A style from Polaroid's new Polaroid Plus collection, available for purchase next Spring
An original pair of 1946 Polaroid sunglasses, which was donated to MoMA by Edgar Kaufmann Jr, heir to Frank Lloyd Wright's Fallingwater
Portrait of Edwin Land, founder of Polaroid
A vintage advtertisement for Polaroid sunglasses, which have managed to survive the technological revolution
A vintage pair of Polaroid sunglasses is captured in a still life shot
A portrait of Marlon Brando from the 1950s donning a pair of Polaroid sunglasses
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The name Polaroid evokes memories of pulling faces and excited anticipation as images come into focus. Sadly its method of photography has faded along with those old photographs pinned to so many bulletin boards. But before the instant cameras there were Polaroid sunglasses, accessories that used the company's patented polarising material to diffuse white glare and increase visibility.
Polaroid's sunglasses have managed to survive the technological revolution - the brand was snapped up last year by the Italian eyewear conglomerate Safilo - and last night they celebrated 75 years with an event at the Museum of Modern Art (MoMA) in New York and a new line of 10 styles called Polaroid Plus, which will be available for purchase in Spring 2013.
The MoMA event featured local DJs the Misshapes and an accompanying exhibition celebrating some of the brand's most enduring styles - like the leather-sided aviator glasses that reappeared from time to time throughout the 20th century after their debut by Polaroid in the 1930s.
Some interactive displays were also designed to literally throw guests in the spotlight, so they could experience for themselves the polarising technology, updated for the new generation of glasses (which, incidentally, were on hand for trying on). Also on show, was an original pair from 1946, which sits within MoMA's collection of Architecture and Design after being donated to MoMA by Edgar Kaufmann Jr, heir to Frank Lloyd Wright's Fallingwater.