Widely imitated but never bettered, the Rolleiflex was the camera of choice for Street and Fashion Photographers. Beautifully simple in its design, Rollei had all the hallmarks of a German manufactured gadget; precision, durability and high quality. It was released in 1929 and was awarded the Grand Prix at the World Exhibition in 1937 in Paris. It was used extensively during WWII because of its portability and durability. Less obtrusive than SLRs (Single Lens Reflex), the Rolleilfex’s TLR (Twin Lens Reflex) design was better suited to capturing a candid image. After the war it became the camera of choice for fashion and celebrity photographers and for the celebrities themselves.