Polaroids are making a comeback. According to a recent story in The Guardian, sales of the clunky retro cameras have increased by a whopping 75% among the 18-to-25 set in the past 10 months.
"Over the past six months, we have doubled the volume of films we sell and refurbished more than 30,000 classic Polaroid cameras," Creed O'Hanlon, CEO of The Impossible Project, which currently manufactures all Polaroid products, told the newspaper. "Next year, we expect these numbers to double.”
So, why the sudden resurgence?
The Guardian reports that privacy concerns have a lot to do with it. After this summer's nude-celeb photo hack, paranoia around the iCloud's infallibility (or lack thereof) is high. "I've now taken to Polaroid cameras, so I just carry a big Polaroid around my neck, self-aroid, that’s what I do now," Kaley Cuoco told Extra last month. "No one can get those. Polaroid cameras, that’s the way to go."
And, with nostalgia seemingly bigger than ever, celebs also appreciate the Polaroid's retro aesthetic. Just ask Taylor Swift, who built the entire look of her new album 1989 around the self-developing photos. Other celebs who've been shaking it like a Polaroid picture include Miley Cyrus and FKA Twigs.
Beverley Carruthers, a photography course director at the London College of Communication, said young people are also embracing the act of of taking a photo, beyond just touching a screen on their phones. “People want to get their hands dirty and enjoy the experience of print again,” she told The Guardian.