In commercial photography, each object has something special about it. Its colour, shape and texture, its origin or functionality may tell nothing separately but all together, they show off a distinctive character embedded within – and it’s a story to tell.
In the hands of a London-based photographer David Lineton, a camera turns into a magic tool that extracts the extraordinary from the seemingly prosaic. Creating commercials for world-known brands like Jo Malone, Ogilvy, Huawei, DMR Jewellery, and others, he brings to the surface the unique essence of products, catching games of shadows, reflections, and forms with the exceptional attention to detail.
For this purpose, he found his personal perfect match – FUJIFILM GFX100 II and FUJINON GF110mmF5.6 T/S Macro. This combination gave him an opportunity to streamline the commercial workflow and reach impressive professional heights.
“With the GFX100 II, everything we’ve seen in the GFX System is improved. Though it’s fundamentally a similar sensor and delivered image, fine tweaks make it that much better. The camera now boasts so many more capabilities for professionals,”
With its ergonomic body and intuitive design, GFX100 II is extremely comfortable and easy to use during photo and video sessions. It offers astonishing 102 megapixels, giving incredible clarity even with 100% zoom or when cropping in on files. It is also our first body with built-in Frame.io Camera-to-Cloud capabilities, which allows to drop files directly to a cloud, significantly speeding up the workflow.
Exploring various tilt-shift approaches with GF110mmF5.6 T/S Macro, David opened up plenty of opportunities for optical creativity, such as playing with the focus or depth-of-field effects, and much more. In-camera correction of converging lines also helps avoid visual issues when experimenting with angles.
“Stand-alone, GF110mmF5.6 T/S Macro is an excellent and phenomenally sharp lens. Through and through, it’s beautiful. But the huge benefit for me, as a commercial photographer, is that I can change the plane of focus in relation to the sensor. You can create sharpness in different areas of the frame. For example, across the surface of a table viewed from a three-quarter angle,”
– David Lineton.
The combined potential of these GFX System’s additions allows commercial photographers catch product’s slightest details and use them seamlessly to create its brand-new perception. Curious about the full story? Click here and find out more about David’s insights into settings preferences for extraordinary commercial sessions.
From Helen Brooke Taussig, known as the founder of pediatric cardiology, to Florence Nightingale, the founder of modern nursing, or Marie Curie, whose pioneering work in radiology not only earned her Nobel Prizes but also paved the way for advancements in diagnostic medicine, – women have always been shattering glass ceilings, making strides that inspire us all. So do they now. Countless healthcare professionals in all corners of the world dedicate their lives to shaping the modern landscape of healthcare, being a beacon of compassion, resilience, and innovation.
Despite these strides, women across the globe still face numerous challenges like gender disparities within healthcare organizations. According to the report “The State of Women and Leadership in Global Health” published in 2023 by the Women in Global Health, the female part of frontline healthcare workers takes 70%, but only 25% of them hold leadership positions. Women play a major role in healthcare, providing assistance to around 5 billion people, however, they still are excessively confined to fields considered to be traditionally female, such as nursing or midwifery.
Today we’re launching the 7th issue of our Women4Women magazine dedicated to the transformative power of women in healthcare. There, you’ll find sincere stories and experiences of more than 20 women from around the world, who has placed the care of people and society at the very core of their life’s work. By sharing these stories, we shed light on their tireless effort, challenges they’ve faced and the impact they’ve had, bridging the gap to the recognition they rightfully deserve. You’ll hear the voices of those fighting against diseases like TB and breast cancer, as well as those who are on the front line, providing humanitarian aid in war areas or territories damaged by inequality. They inspire and resonate with the shared commitment to a healthier, more compassionate world.
“We cannot think of a global health system that goes on and corrects its route autonomously: faced with the 40 million new jobs that will be necessary in the health sector by 2030, the talents and ideas of female human capital are resources to be safeguarded, enhanced and promoted. From the experiences of this Women4Women seventh issue rise courage, creativity, vision and competence. Today more than ever we need these women outside the mainstream to improve the experience of care, to innovate processes and solutions, in a word to inspire everyone’s well-being with their stories,”
Luana Porfido, European Head of Corporate Communication and ESG Management FUJIFILM Europe GmbH.
Join us in celebrating the new Women4Women edition on November 23, in our new Exhibition Centre in Ratingen HQ, with a dedicated photo exhibition. In the first photo gallery, you can also explore impressive series of works ‘Sense of Wonder’, captured by the X-photographer Yuriko Nakao. Don’t miss the opportunity to discover the ordinary miracles of life through an unexpected lens, and see familiar things as something completely new and fascinating.
Remember how you used to sit on a sofa with your grandma, looking through those old family polaroids, putting them on your knees, one by one. There was something that made her hands tenderly hold the picture a little bit longer. Something making her breath rhythm changed. It was not a photograph but a story, a raw moment of presence, a memory that could never be repeated. And then you got it in your hands, with this unexplainable feeling of touching a true treasure. It felt like magic, didn’t it?
And now look, that’s you holding the instant photo taken with your best friend in a crowded street last week. Both showered by rain, shining with joy, with a coffee in your hand and sincere laugh being the only sources of warmth that day. And now you’re fingering this feeling caught in a photo and smiling. And getting warmer.
The moment we realize that not everyone has the same fortunate and lives the same life as we do, projects like this seem so much more important as we might have imagined in the first place.
On June 27, 2023, Fujifilm South Africa and medical distributor Uni Medical Supplies have implemented a significant project in Windhoek, Namibia, aiming to improve healthcare across the country. By implementing Fujifilm’s Synapse RIS/PACS system, together with Uni Medical Supplies, we have been able to connect five state hospitals across the nation, allowing for the remote diagnosis of patient data. The commissioning ceremony was The event was held at the Mercure Hotel, Windhoek and was attended by numerous dignitaries, including Dr. Kalumbi Shangula, Namibia’s Minister of Health and Social Services.
The Fujifilm Synapse RIS (Radiology Information System) and PACS (Picture Archiving and Communication System) platform ensures the efficient management of information related to radiological examinations across hospitals. The RIS platform helps with the scheduling and reporting of radiology appointments, whereas imagery acquired from there, whether CT scans or x-rays, is then digitally stored on the PACS system. Through the Fujifilm Synapse RIS/PACS system, all the data and imagery doctors need can be viewed digitally almost immediately, allowing for the ability to remotely diagnose patients from outlying areas. This not only shortens the time frame for treatment, but also addresses the availability of healthcare for remote patients.
Capture and Share Life’s Precious Moments with INSTAX Biz – The Ultimate Customer Engagement Tool
Create Memorable Prints with Exclusive Templates Anywhere and Anytime
In today’s fast-paced world, people want instant gratification, including when it comes to capturing and sharing their special moments. This is where INSTAX Biz comes in – a service that enables businesses to provide their customers with an INSTAX photo that includes a customized template.
The INSTAX series, which includes instant cameras and Smartphone printers, has gained immense popularity among Gen Z and Millennial users worldwide. These devices have become a communication tool and a means for self-expression for capturing and sharing life’s precious moments.
With INSTAX Biz, businesses can take advantage of this trend and provide their customers with a unique experience. They can create their own INSTAX prints with freely designed templates, making their photos memorable and worth looking back at again and again.
What’s more, the operation of INSTAX Biz is incredibly easy. With just one tap, customers can instantly print photos taken with their smartphone or tablet. The handheld and lightweight printer works without an internet connection, making it ideal for use anywhere. It’s also rechargeable, so it can be used continuously without any hassle.
There are numerous ways that businesses can use INSTAX Biz to increase customer engagement. For example, hotels and restaurants can give customers INSTAX photos that include a template with the date of their wedding, anniversary, or special event. Storefronts and salons can host special events and provide customers with an INSTAX photo that includes a unique seasonal template. For events, businesses can set up a photo booth and give customers an INSTAX photo with a unique template specific to their event. This could also include a QR code allowing customers to access special deals from the QR code on the print. Tourist attractions can also provide customers with an INSTAX photo commemorating their experience, reminding visitors of the destination and inspiring them to visit again.
As a child I used to play a lot with LEGO; it kept me busy for hours and hours. That’s probably the reason why I wanted to become an architect; but life decided otherwise. Later on, other interests showed up and I didn’t touch any LEGO at all for over 30 years.
Then suddenly, in November 2017, dark clouds gathered when my wife was diagnosed with breast cancer. For a moment our world stopped turning and we had to rely on doctors and an intensive treatment to fight this poison inside. Almost 15 months later, the sky cleared again, and good news came our way. Although you can never be certain again when it comes to health, we could start making new plans for the future. And so, my wife bought me a LEGO set: The Big Ben (London). This was her way of saying ‘Thank you’ for being there for her, in difficult times. And as from that moment, my interest in LEGO was triggered again; and even much stronger than ever before.
Quickly I realized I needed a bigger challenge and so I decided to start designing my own creations. First, I made a small version of our own house. After a successful attempt to make the 4-Cylinder tower of BMW Headquarters in Munich (almost 1m high and 13000 parts), I focused to build a replica of BMW-dealership De Schepper in Sint-Niklaas, Belgium. Several months and hundreds of working hours later, the general management decided to put my creation (19548 parts) in their showroom.
I already worked 20 years for Fujifilm Belgium (FFBE) when I had the chance to support the European Compliance Team in Germany. On May 24th 2022, I had to visit my German colleagues in Ratingen. I drove on the Balcke-Dürr-Allee, turned round the last corner and there it was… the impressive new building of the Fujifilm European Headquarters. Immediately I knew, this had to be my next LEGO-project! After a few weeks of thinking and a lot of ‘try and error’, I could finally start building. I chose a particular part in Dark Transparent color which I would use for each window. During my next visit to Ratingen, I measured one window and so I could determine the final scale. Each side of the building had 25 windows and so my MOC also had to have the same amount on each level. Although the building looks like a simple square, several challenges had to be solved, like the descent to the underground garage, the stairs in front of the lobby, some unusual angles, the trees and plants,… Four months later, the result was much better as I could have imagined. A few lamps next to the entrance of the garage and the European, Japanese and German flags would be the finishing touch.
Feedback is highly appreciated and any comments or request for more information can be sent to valere.vossen@fujifilm.com
We are currently working on this Fujifilm Blog, meaning we are renovating to optimise talking to – YOU.
We will tear a few walls down to open the former blog with you, our precious world wide X-Photographer and camera community, to become the brand new Fujifilm Corporate Blog Europe and invite even more Fujifilm friends. Here, within our new premises, you and us, we will have the opportunity to meet, exchange and tell each other good stories.
As everybody knows, moving house and renovating is not people’s most favourite thing to do. One needs a good reason to handle all the box packing, carrying, paper work, organising friends to help and getting all the heavy work done. Well, we do have a very good reason to “move and renovate blog” – all the exciting, interesting and new things happening that we want to tell YOU. We, the Fujifilm employees in Europe, would like to show our Fujifilm world to you. You will experience Fujifilm’s products, our work, our events and projects. Sometimes to NEVER STOP showing our world to you means renovating and moving house. So bring some bread and salt and let’s meet here, at our brand new fujifilm.blog.
Welcome to the Second Series of Through a Photographer’s Eye. In this series, we continue to learn about Australian photographers and how they use X Series Cameras to photograph their world around them. Our sixth interview in Series Two is with Sydney based photographer, Bhagiraj Sivagnanasundaram.
Bhagiraj, can you tell us a bit about yourself and how you got started in photography?
I’m a wanderer often travelling between two worlds, one as a Doctor in a busy Emergency Department, another as a photographer. There should be a starting point to any kind of passion. For us photographers, it’s mostly another photographer or a photo that pushes us to start exploring the world. For me, it was the photos taken by my cousin brother when I was just five or six years old. The small chicks under the monsoon mushrooms in Sri Lanka, the beautiful flowers and of course the photos of myself in different attires, sometimes as a fashionista and occasionally as a native hunter wearing just a leaf where appropriate. Those were the old film days which provoked the craving for the looks of films even though I hardly used a film camera – one strong point that made me fall in love with Fujifilm and its film simulations.
Fujifilm X-T2 with XF10-24mmF4 R OIS – 1/15 second – F4.5 – ISO 400
The journey began with a small point and shoot ten years back; I went through different phases of bridge cameras, DSLRs and now have finally settled on Fujifilm X Series. Luckily I had early recognition of my work as some of them ended up in few magazines and some won awards. Slowly the passion to Travel started, and now I proudly call myself as a Travel & Documentary photographer even though occasionally I try other genres of photography out of curiosity.
We noticed travel and documentary photography form an important part of your portfolio. Can you tell us why?
Travel and documentary photography is something that challenges me. It’s highly unpredictable; scenes won’t wait for me, so I have to be at the right spot at the right time. I have to handle people with all types of personalities, and most importantly our world is rapidly evolving. We don’t see half as much of what our grandparents saw, and our grandkids won’t see much of what we see today. This reality constantly pushes me towards Travel and Photography.
Fujifilm X-T2 with XF35mmF2 R WR – 1/20 second – F2 – ISO 500
My inspirations are from famous travel and documentary photographers, and I follow the passion of those travellers who witnessed the various cultures, people, lifestyle and stunning destinations. However, art should be unique, and I try my best to maintain my way of the journey. I explore my way of expressing my inner feelings of witnessing a moment, let it be a happy event or something bad, either way, I make sure it will be remembered forever for what it is and I share it with my audience.
It is not only about a process of making an infinite physical memory of my travels. It is also a medium that connects me to a lonely Shepard in a cold Himalayan region with whom I shared a hot coffee or with a cliff diver in a rural village in Sri Lanka who asked me to take a good picture of him doing the stunt, risking his life.
Fujifilm X-T2 with XF10-24mmF4 R OIS – 1/500 second – F9 – ISO 250
Each moment I encounter has an unexplored history behind it. When explored, these moments become so important that they carry an experience of that fraction of a second. I become the portal connecting two unknown worlds, and the tool is my camera, from the artisans of Fujifilm. The fraction of a second that I encountered will never repeat, but it will resonate forever through my photographs.
What are your thoughts on editing an image by removing a distracting object from the scene? Do you change the scene in post processing or is your preferred capturing method SOOC (Straight Out Of Camera) with much editing?
I do not modify the scene, but I create the image to represent the actual scene as much as possible. We are getting a little bit technical here. As we know human eyes have higher dynamic range than any of the consumer cameras ever produced. So it becomes essential to process the photos to a certain level, so they match the original dynamic range of the scenes.
Fujifilm X-T2 with XF10-24mmF4 R OIS – 0.6 seconds – F16 – ISO 100
Over the course of a decade, I have used three different brands, and I have found Fujifilm is different to them. The mix of colours, shadows, and highlights are more artistic with this Japanese brand. When combined with stunning film simulations it just brings back my childhood memories, and it is one of the most important factors that opted me to do the big jump to the Fujifilm X Series territory. When used correctly the film simulations have some strange good emotions in them which I cannot explain, but I love them. Sometimes you don’t know why you love something, but it’s the best thing you can ever do.
SOOC has never been my method until I discovered Fujifilm. It is also one important reason I switched to the brand. With Fujifilm, all I have to do is a very basic editing for few a seconds or a couple of minutes, and sometimes I do nothing to the images at all.
One would argue that using film simulations is similar to digital manipulations. However being the photographer we should decide on what is the most important message we are conveying through our photographs. We should decide whether to give weight to the shadows, highlights or colours. Simulations help us to achieve them- I’m not talking about digital filters here.
Fujifilm X-T2 with XF10-24mmF4 R OIS – 1/100 second – F8 – ISO 100
Depending on the genres of photography the use of simulations or post processing differ. For example, travel photographs can be a bit exaggerated replica of the reality in a more promotional way of a destination, while most of my documentary photographs undergo very little processing or none. A travel image with a stray dog or a light post with wires visible on the street could give a negative feeling to the viewer which is unwanted, where the same scene in a documentary (more towards photojournalism) photograph will work entirely differently. I mostly avoid those scenes for a travel picture than spending hours removing it in Photoshop. This is where the composition comes into the picture; I think it is the most ethical means of removing a distracting object from the picture or changing the distractor into a helper and I’m a very strong supporter of compositions. It is the most important thing for me in photography. One wise man once said, “Photography is an art of exclusions”.
You recently travelled to Sri Lanka with the XF10-24mmF4 and XF90mmF2. How did you find the XF10-24mmF4 lens for travel photography? Did the lens meet your expectations?
I never used such wide angle range. The minimum I have used previously was a 24mm (35mm equivalent). I was never keen on landscapes. Most of my landscapes were the backdrops of the environmental portraits. The Fujifilm XF10-24mmF4 was the first lens of its kind for me, and the intention was to capture more landscapes.
Fujifilm X-E2S with XF10-24mmF4 R OIS – 1/500 second – F4 – ISO 400
In the field, it was far beyond that, the use of it in creating beautiful compositions of day to day Sri Lankan life was impressive. The lens remained on one of the camera bodies for the rest of the trip because of its versatility. I no longer see the wide angle lens reserved mostly for landscapes. Of course, there will be issues with distortion. However, I worry more about the moment than the technical aspects of capturing it. You don’t need to switch to Fujifilm for this lens, it doesn’t mean it is inferior to any other branded wide angles, but if you are into Fujifilm, then this is one lens you should have.
Both the XF10-24mmF4 and XF90mmF2 were loaned products from Fujifilm Australia. When I returned the gear, I made sure those are the next two lenses I will acquire.
How did the portraits you captured using the XF90mmF2 differ from the lens you used previously? Where there any differences in quality, sharpness and autofocus speeds?
I would like to answer it differently. Could the XF90mmF2 truly replace the legendary lens I already used before making the switch to Fujifilm? The answer is, yes by all means! In reality, the Fujifilm XF90mmF2 almost equals the 35mm equivalent focal length of 135mm. It’s a specialised focal length with specific uses, particularly with portraitures. So many hardcore lens reviewers have already concluded that it is one of the best lenses in the current market.
Fujifilm X-E2S with X90mmF2 R LM WR – 1/400 second – F2 – ISO 320
The autofocus speed is super fast that I hardly missed any shots and it maintains its speed in low light – my favourite type of lighting situation. The sharpness is equally incredible, and corner sharpness is well maintained at any aperture. The beautiful bokeh, particularly at F2, works amazingly well when compared to other 135mm lenses from other brands. With the excellent contrast, colour rendition, weather resistant sealing, lesser weight than counterparts, there’s nothing more I need other than just to keep shooting with this beauty. It’s an instant boost to the confidence level in image making.
If someone was travelling to Sri Lanka, based on your experience what camera and lens configuration would you recommend they take?
Sri Lanka is a small tropical Island. In a matter of few hours, you will be on a misty mountain or a rain forest from a beach. Depending on the places and the season you visit the selection of camera gear will vary. In general, it is advisable to carry weather resistant lenses and cameras as most of the beautiful natural habitats in the country are water based. Also, the island has friendly people, rich traditions and festivals. So you will need lenses that can be wide opened (in aperture) and good at focusing in low light. It is also a land of leopards, elephants and the mighty blue whales. It’s one of the best places on earth to witness these giants. So you will need a good telephoto lens if you decide to take photos of them.
Fujifilm X-E2S with XF55-200mmF3.5-4.8 R LM OIS – 1/4000 second – F5 – ISO 200
I would like to summarise the gear recommendation that will work for any travel and documentary photographer anywhere in the world.
Body Recommendations:
Main Camera – The Fujifilm X-T2.
Backup Camera – The Fujifilm X-T20.
Lens Recommendations:
The lenses listed below are the ones I carried.
Fujinon XF 18-55mmF2.8-4 R LM OIS
Fujinon XF55-200mmF3.5-4.8 R LM OIS
Fujinon XF35mmF2 R WR
Fujinon XF10-24mmF4 R OIS
Fujinon XF90mmF2 R LM WR (I’m comfortable with this focal length, but some people prefer Fujifilm XF56mmF1.2 R)
Optional – Fujifilm XF100-400mmF4.5-5.6 R LM OIS WR (If you are serious about wildlife photography).
Do you have a favourite image you captured on your trip? What was the story behind the shot?
My favourite image was from a remote village in Sri Lanka nestled among the large mountains ranges. It has a rich history dating back to many centuries. The village is abundant with beauty, and it was only recently received widespread attention from tourists after a few local films were shot in the location. Over very few years the village transformed dramatically, and now it’s a popular holiday hub for many tourists. Many villagers who relied primarily on paddy fields and other traditional lifestyle jobs are now into tourism as it gives more financial stability in the modern economy. Even though methods are implemented for sustainable tourism the rate at which tourism grows is a major threat to the centuries-old traditions of the village.
Fujifilm X-T2 with XF10-24mmF4 R OIS – 1/100 second – F16 – ISO 200
I wanted to capture the essence of the community, and during a stroll, I saw a villager visiting his paddy field surrounded by dark foliages and huts built for tourists – a familiar scene throughout the village.
The whole scene was like an arena – the field is the village, the dark foliage from the mountains and the huts surrounding it portrayed how tourism was slowly penetrating into the heart of the village. The man was both the victim and witness of this event. It was like there was a spotlight turned on to an important event in that village which will change its future forever.
When you look at a scene what is the most important thing you try and capture? Does composition play an important part of your photography?
Most of the times it is about how unique the image is. In the current world, almost all of us have a camera of some sort, from smartphones to the high-end medium formats. So many photographs are made of the same subject each second. Once I visited the Taj Mahal in India, and I tried to go as early as possible before sunrise, and I was among the handful of photographers at that time, and in few minutes there are hundreds of people with cameras. So it means most of them are going to take photographs of the same place at the same time and my worry is how can I stand out from that crowd while retaining the true meaning of the scenes I encountered.
This is where composition becomes important. For me, it is the most important part of a photograph. How you place and connect the elements of a scene into a photo will decide how the picture will connect with the audience. Naturally, I’m inclined towards better compositions in my images. The actual scene may look dull, could have bad weather, etc, but still one can come out with a good image if the composition is different and unique – often turning those negative factors into positives.
Fujifilm X-T2 with XF10-24mmF4 R OIS – 1/500 second – F4.5 – ISO 400
Just because a sunset looks beautiful or a shadow from a person in a city looks mysterious doesn’t mean they will make a great photograph unless they connect well with their surroundings and tell a story together which makes the audience have inner discussions about the image. Occasionally the story can come from just the subject alone like in close up portraits, but most of the time it’s something that evolves around the subject and its environment. So, we should be vigilant on how we are going to present the whole thing to the audience.
If you have some advice for someone starting out in photography what would it be?
Learn how to be a tough critic of your images. You can book a trip for a few thousand, buy the most expensive photography gear to take to your exotic location, but at the end of the day in the hotel room; you should be brave enough to delete most of those images which you think are not the best. You shouldn’t reflect on the amount of effort you put in to get those shots.
Fujifilm X-T2 with XF55-200mmF3.5-4.8 R LM OIS – 1/25 second – F16 – ISO 200
There is a difference between ‘creating’ images and ‘taking/capturing’ images. Photography is an art; we have to be the creators of the art. Perfection needs experience, and even with the best experience, it’s highly doubtful that anyone would become just perfect in image making, but keep fighting for it. Cherish the better pictures that you make today and compare these to the ones you shot last week and keep going. Keep connecting well with fellow photographers and share knowledge. Remember, it is not about the destination, but more about the journey. Good Luck!
Fujifilm has become a household name. It is a publicly traded company and a leader in digital cameras and accessories. That level of success does not come instantly or easily, though. More than eight decades of history have contributed to building the film behemoth Fujifilm is today.
When you get a sense of Fujifilm’s history, then you can even better appreciate how legacy influences the characteristics of Fujifilm products today.
An innovative company enters the photography industry.
In the early 1930s, the Japanese government set out a plan to create a local industry for photographic film. That mandate led to the Fuji Photo Film Company’s formation in 1934. Its first factory, Ashigara, sat at the foot of Mount Hakone, but because the “Hakone” title was registered to another company, the film business took the name of a nearby mountain, Fuji.
As Fuji grew, it produced photographic, motion picture and X-Ray films. By 1948, it manufactured its first camera, the Fujica Six, which was known for its compact body and being lightweight. The camera became popular, and Fuji launched a series of Fujica still-photo and motion picture cameras and continued production of that line well into the 1980s.
Fujifilm goes digital with the DS-1P.
In 1988, at a photography trade show in Germany, Fujifilm forever changed the industry by unveiling a new toy, the FUJIX DS-1P, the world’s first digital camera. There had been electronic cameras before, but those cameras had stored images in an analog way. The DS-1P did so digitally with its semiconductor memory card. That first model retained only five to 10 images on its card, but Fujifilm further developed its digital technology and, in 1989, released an improved successor, the DS-X, for commercial purchase.
The FinePix X100 brings Fujifilm to pros.
Fujifilm continued to build digital cameras—most were designed with the casual user in mind. But in 2010, Fujifilm had something new for the pros when it released the FinePix X100. This camera fused worlds old and new with its APS-C sensor and contemporary viewfinder stashed in a vintage body.
Instant success leads to a series.
The X100 was so high in demand that it sold on secondary markets for double its retail price. So the following year, Fujifilm launched an entire series of high-end cameras like the X100. The next in the series, the X10, was released later that year and boasted a larger sensor and an EXR color filter, and the X-S1, the first in a series of interchangeable lenses, came soon after.
As the X Series continues today, its products are united not by a particular feature, but by the company’s commitment to create advanced controls for serious photographers.
The series is just another way Fujifilm continues its company-wide legacy of advancing technology and anticipating user needs.
