Re-inventing a classic 19th century portrait lens is definitely not an easy thing to do. First, you have to analyse carefully the context and the market and check how would an item like this impact people. Then, the logical step in this process would be to identify the best marketing strategy. All this, just to raise people’s interest. Lomography, a Russian-based company, managed to re-create a wonderful item that captures the essence of (g)old while completely adapting it to the contemporary cameras. The company revealed that it has already managed to raise $ 1 million Kickstarter. Lomography states that the “new old” Petzval lens is “reinvented for use with all Nikon F & Canon EF Mount Analog & Digital SLR Cameras.”
“For the first time, you can easily get the fantastic Petzval photographic look with 35mm analog cameras and DSLR cameras too. This will bring with it a whole new world of possibilities”. Photographers know exactly what the Petzval Portrait Lens can do. The high-quality glass optic is one of those must-have lens, that will help you reach a whole new level in photography, turning a regular photo into a timeless artwork. However, Lomography expects to launch and ship the lenses sometime in February, 2014. Price: $499/$599.