Inspired by the original 1960s medium format Diana camera, our brand new box of instant magic sprinkles your shots with all the striking effects that made its predecessor an analogue classic. Imperfections aren't faults. They're little sparks of beauty, each one captivating in its individuality. Embrace them. You’re unpredictable. So is the Diana.

The Legendary Diana Aesthetic

Strong, saturated colors; rich, moody vignetting; and all the unpredictable effects that made its 1960s predecessor an analogue classic.

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On Square Format Instant Film

Inspired by the sweet square frames of the original medium format Diana camera, we’re bringing luscious lo-fi effects to square format instant photography.

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The Definitive 60s Design

As stylish as the 1960s camera that sparked our inspiration, our latest instant innovation is available in two different designs. One features the striking, definitive blue and black housing. It’s seriously stylish and instantly recognizable. The other is an exciting twist on a classic look. It’s clad in beautiful brown leather accented with gorgeous blue panels.


The dawning of the Diana camera

It was the early 1960s. Mini skirts were swinging into fashion, and Beatlemania was taking the world by storm. In a small manufactory in Kowloon Bay, Hong Kong, engineers were knocking together a little camera that would change the face of photography forever.

The Diana camera was the very definition of lo-fi. It had a plastic lens that produced brilliantly blurry edges and super soft vignetting, and flimsy housing that led to light leaks and watermarks. Each shot was unpredictable, drenched in gorgeous analogue imperfections. Its unique beauty catapulted it to stardom, with professional photographer Mark Sink using it to snap Jean-Michel Basquiat, Grace Jones, and even the inimitable Andy Warhol.


You know what they say, though — nothing lasts forever. In the late 1970s Kodak cameras provided a more conventional approach to casual photography, and production of the Diana slowed and eventually ceased. Nonetheless, the unlikely charm of this 1960s lo-fi beauty lived on. When we got our hands on one back in the early 2000s, we couldn’t believe our luck. Blown away by the mesmerizing images it produced, we got to work on a brand new version. In 2007, we added the Diana+ to our ever-expanding collection of creative cameras.

We kept the strong, saturated colours and soft, moody vignetting that had us head over heels for the original, and added a touch of Lomographic love — a Bulb Mode for long exposures, a Multiple Exposure Mode to layer up unlimited shots on the same frame, a pinhole functionality for lens-less experiments. Now, after 10 years of special editions, creative accessories and millions of incredible pictures, we’re bringing the legendary Diana aesthetic to square format instant photography.