MINNETONKA, MN: Polaroid has parted ways with pop star Lady Gaga, who served as the company’s creative director for a specialty line of Polaroid Imaging products since 2010.

Melissa Hoistion, an account supervisor at R&J Public Relations, the PR firm for Polaroid, confirmed the split to PRWeek via email.

"Polaroid is really not working with [Lady Gaga] any longer," said Hoistion, who did not disclose when the brand stopped working with the pop star. "Everyone has gone their separate ways."

She noted that Polaroid remains in contact with Lady Gaga. She declined to comment on whether the company will hire another celebrity to replace Lady Gaga in the role.

"[Polaroid] greatly appreciates Lady Gaga’s ability to channel her unique vision into products that emphasize self-expression, originality, sharing, and artistry," Hoistion added.

Polaroid signed a multi-year deal with Lady Gaga in 2010 as the brand attempted to reinvent itself amidst the rising popularity of digital photos. The arrangement with the celebrity led to product launches such as camera glasses.

A spokesperson from Polaroid was not immediately available for comment.