Everyone knows that rock and roll is about abandon, not precision. The squalling, folding feedback ululating from Jack White’s amp is the sound of deal-making with the devil, a fight for control between creativity and randomness. It’s fitting, then, that cult photographic company Lomography, with its unpredictable, super-plastic, devil-may-care cameras, should turn to the White Stripes for a very limited edition design of its Holga and Diana+ models (only 200 of each have been made).
It also helps that the Stripes are perhaps the most graphically branded of rock groups for some time, presenting everything they do – including these cameras, of course – in red, white and black. Renamed ‘Jack’ and ‘Meg’ after the duo’s frontman and drummer respectively, the Holga and Diana+ are the photographic equivalent of feedback – you can’t really control them. Spotless, grain-free portraiture this ain’t.
Inside these packages, designed by collaborator Rob Jones, expect to find everything you need to create heavily saturated and dreamy, indistinct images, including psychedelic filters and gels to help you on your way. It pains me to use such a phrase, but the brand fit is neat indeed, not least given Lomography’s staunchly analogue nature and Jack White’s penchant for recording to 2in magnetic tape. What fantastic, plastic fun.
This article was written for Design Week, 31 October 2007.