Early Polaroid Photos Using Polaroid SX-70 Camera by LIFE Photographer Co Rentmeester, 1972

Co Rentmeester/The LIFE Picture Collection/Shutterstock

In 1972, Polaroid introduced its iconic SX-70 camera. It was an evolutionary leap from the groundbreaking “Land Camera” invented in 1947 by Polaroid co-founder Edwin H. Land.

These gorgeous SX-70 photos from a time when instant photography was still in the realm of magic. The shots were taken by LIFE photographer Co Rentmeester who had a chance to put the SX-70 through its paces before it was available for purchase.

The SX-70 fully captured the imagination and the attention of photography buffs, industrial design aficionados and pop culture commentators alike. Far from a mere consumer product, the camera quickly became associated with, and in a sense helped to define, the early Seventies.

h/t: vintag.es

Co Rentmeester/The LIFE Picture Collection/Shutterstock

Co Rentmeester/The LIFE Picture Collection/Shutterstock

Co Rentmeester/The LIFE Picture Collection/Shutterstock

Co Rentmeester/The LIFE Picture Collection/Shutterstock

Co Rentmeester/The LIFE Picture Collection/Shutterstock

Co Rentmeester/The LIFE Picture Collection/Shutterstock

Co Rentmeester/The LIFE Picture Collection/Shutterstock

Co Rentmeester/The LIFE Picture Collection/Shutterstock

Edwin H. Land used one of his own creations, a Polaroid Land Camera, in 1972.

Co Rentmeester/The LIFE Picture Collection/Shutterstock

The October 27, 1972 cover of LIFE magazine, featuring Edwin Land.

Co Rentmeester/The LIFE Picture Collection/Shutterstock