Polaroids new instant film with Pantone’s Colour of the Year 2024 highlights the power of human connection

Polaroid announces its new edition of Colour film, a collectible collab featuring eight instant films in a velvety peach hue. As Pantone’s Colour of the Year, Peach Fuzz, represents a collective longing for unity, warmth and compassion during a time when nurturing these qualities is essential. Feelings that Polaroid photographers often express with the medium of instant photography by visually communicating complex emotions and experiences.  

Polaroid photography offers a unique visual form of expression, enabling creators to slow down and enjoy what’s right in front of the camera. This visual communication is a way for people to express complex feelings that might be difficult to articulate through words alone — which is what Pantone Colour of the Year 2024 celebrates. 

“Appreciating both the good and the challenging moments and the contrast between them is what makes real life exciting. We hope that our new film will inspire creators to get creating in the real world and celebrate human connections beyond the phone screen.”

– Polaroid Chairman, Oskar Smolokowski

Polaroid Pantone Color of the Year 2024 Edition i-Type Film will be available on polaroid.com in January and select retailers worldwide starting February 1. Compatible with the Polaroid Now+, Now, I-2 cameras and Lab Printer. 

Price: £18.99 per pack