Back in the 1960's, a small firm in Hong Kong - the Great Wall Plastics Factory - created a dirt-cheap 120 camera called the "Diana." Crafted entirely of plastic, each camera cost about a dollar.
As a mainstream product, the Diana was pretty much a failure - and was discontinued in the 1970's. But as a cult artistic tool of avant-garde and lo-fi photographers - it was a rousing success! They loved its soft & dreamy images - the kind of shots that pierce the subject's soul and present a deep and other-worldly story through super-saturated colors, unpredictable blurring, and random contrast.

In many ways, the Diana is close to our very own beloved Holga camera. That similarity sparked our interest in this black n' blue beauty. But if Holga shots are "Medium Rare," then the Diana is "Totally Uncooked." Diana shots are raw & gritty, with a characteristic all their own. They cannot be duplicated by any other camera on Earth. As the Diana has been out of production for the better part of 30 years, we decided it was time for a grand comeback!

From the beginning, we decided that our reproduction would have to add something to the original. This meant adding all-new functionality to the camera and dramatically expanding its creative potential. We'd call it Diana PLUS.

A factory in China with the tools and expertise was located and contracted for Diana production. The body was re-cast using a duplication of the original mold. The lens was designed and tweaked about a thousand times to obtain that "perfectly imperfect" mix of sharp, blurry, and "What the hell is that?" looks. And then we sprinkled some of our very own pixie dust on the whole project to create the following "PLUS" features...

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The Plastic Fantastic Diana Lens
The Diana's original all-plastic lens has been duplicated with utmost love and care to ensure the same dreamy, gorgeous, color-drenched, sometimes-blurry, and often-mindblowing results that Diana users have always treasured.

Two Shutter Speeds
Choose between "N" or "B" for daytime snapshots or unlimited nighttime long exposures.

Two Image Sizes
For your pleasure, you can choose between the 12 full-frame shots (5.2x5.2cm), or 16 smaller square images - in the classic Diana format (4.2x4.2cm)!

Multiple and Partial Exposures
Like the Holga, you advance the Diana as much or as little as you like after each shot - making multiple exposures, half-exposed frames, and stretched out crazy-long shots a snap.

Pinhole Function
Remove the lens, set the aperture to a super-small pinhole and shoot a super-wide-angle, severely old-school image through a tiny hole.

Endless Panorama
A brand new setting that allows you to shoot a long, concurrent, and unlimited panoramic image, with almost no space between each individual frame. Go ahead and take a 360-degree shot, there ain't nothing stopping you!

Shutter Lock and Tripod Thread
Sharp and solid long exposures require a steady camera. To help you out, we’ve included a standard tripod thread on the bottom of your Diana+ and a small shutter lock that allows you to keep the shutter indefinitely without holding it down.

2 Year International Warranty
That's right - we've got your back against manufacturer defects for two full years.

If analog photography inspires a passion in your soul, then the Diana+ is guaranteed to absolutely rock your world! Chances are, you fit into one of the following categories:

Never shot a 120 plastic camera?
These densely-packed square images will surely knock your head-over-arse, and your subjects will be thrilled to pose for what might be one of the strangest looking cameras on earth. It's charming, disarming, and a sheer joy to shoot.

Experienced Holga commando?
The Diana+ will be a familiar friend with a whole batch of new tricks. The images are softer, more unpredictable, and a bit more insane. Add in the Diana's extra functions, and the images

Hardboiled professional who lives for sharpness and perfection?
Three words: LET IT GO! The Diana is the absolute opposite of a huge digital SLR or Hasselblad. It's light, portable, crazy to use, and not precise in the least. You'll spend no time thinking about the details (you can't really control them anyway), and spend more time interacting with your subject, experimenting, and letting your creative photo-spirit soar into the sky!

Old-school Diana lover?
The Diana+ looks, feels, and works like the priceless original. Its images have the same treasured Diana characteristics. However, you can count on the shutter to fire every time, & for lens to focus properly! Not to mention, we've tossed in the new pinhole & panoramic features. It's simply the Diana that you always wished for, but could never have - until now!

Buy the Diana Camera now
Visit the Microsite