The One Camera Influencers Can’t Get Enough Of—And Real Photographers Can’t Find

A camera that went viral on social media and attracted the attention of influencers and casual users became an overnight success for Fuji. But is the Fuji X100VI still a camera for serious photographers? Or, the bigger question, has it just become the camera to look like a photographer?

It started with the caption, "This camera will change your life," on a TikTok video in 2022. Instantly, the Fuji X100V went from a niche camera for street photography and an all-around camera for serious photographers to the most sought-after camera on social media. Influencers, travelers, and casual camera users flocked to purchase one—not for its capabilities but for its retro-inspired and aesthetic film look. Fast forward to the release of the Fuji X100VI, and history is repeating itself, proving the camera is no longer just for photographers but for anyone who wants to look like a photographer.

Hype and Death of Authenticity

The Fuji X100 was first shown at Photokina in Japan in 2010 and released in September 2011. I can remember when this camera first hit the shelves of camera stores. I knew Fuji had something magical in their hands. I was at a show and had to convince the boss to purchase a few—two, to be exact. Initially, we sold several and placed reorders. Eventually, sales slowed, and he stopped ordering them. Fast-forward fourteen years, and you can barely find an X100VI.

The X100 series started as a niche camera for street and travel photographers. Unfortunately, it has become a fashion statement for many, just as Leica and designer handbags have. Social media transformed the X100 series from a powerhouse of a camera for serious photographers to a fashion accessory and status symbol for hipsters and social media influencers. TikTok and influencer culture have inflated demand beyond anything Fuji could have imagined. It increased the demand for used cameras, selling for more than new ones. You can find them on B&H, new for $1,599.00, with a button allowing them to contact you when they are in stock. Head over to the used market and they are selling for $2,269 in like-new condition. You could say influencers ruined accessibility and shifted the user base.

The Ultimate Hipster Accessory

Walk into a coffee shop, and I bet you can find an X100VI sitting next to a MacBook, a soy milk latte, and a vintage film camera—all for the “gram” and “vibe.” It comes down to the fact that many are not purchasing this camera for its features; they are buying it because it looks cool and makes them look like a photographer. And the camera goes well with that vintage jacket they paid $100 for at a vintage clothing store when they could have picked it up at a garage sale for $10.00. I think one can start to ask if it is really about photography. If it was, wouldn’t there be a better choice for someone who primarily shoots in auto mode?

Sorry TikTok, You Ruined It for the Real Photographers

Long before TikTok and the video that started it all, the X100 series was a cult favorite among photographers, especially street and travel photographers—and it still is to this day. Once TikTok made it irresistible for some, it became impossible to find. It does sound like Fuji has ramped up production and is catching up. I knew people calling all across the United States looking for one. Social media was full of places saying they had only one in stock; they were gone in a matter of minutes. It reminded me of March 2020, when I was in sales and a part of my product line was hand sanitizer.

Scalpers took over the market, flipping cameras with an insane markup—sometimes $1,000 more than retail. Sadly, people were paying that kind of money, only fanning the flames of an already out-of-control fire. The actual photographers were priced out, and stock was hard to find due to the trendy photographers. Eventually, the X100 series will fall off as the viral trend fades, and a new camera will become the latest trend—maybe the Nikon Zf?

Who Actually Needs the X100VI?

It's a fantastic tool for street and documentary-style photographers. Its appeal comes from its discreet size, 35mm equivalent lens, and optical/electronic viewfinder. Due to its discreet design, it allows the user to create authentic moments—great for photographers who do not want to be noticed. Yet, most buyers are not discerning photographers; they are users who saw it on TikTok, assuming it would make their photographs better and more cinematic. Who needs to make their soy chai latte look more cinematic?

The biggest irony is that real photographers don’t care about trends or hype; they just shoot! Look at the best street photographers, Henri Cartier-Bresson and Vivian Maier. What did they focus on? Not their camera—it was their art. Today, many of the users of the X100 series are more worried about being an aesthetic photographer. It’s about impressions and how they are viewed, not the quality of work they produce. Ultimately, the camera is a tool and an extension of the photographer and their creativity. The camera is a tool—it’s not about owning the most stylish camera on the market. You can’t argue, though—the X100VI and the Nikon Z f look pretty sexy.

The Future, Will Fuji Keep Leaning into the Hype?

Will Fuji keep raising the price and limiting production to maintain exclusivity? The cost will rise—not because Fuji is trying to make an extra buck or two. Prices of items are just going up, and it’s not uncommon for a new model to increase slightly. Eventually, manufacturers have a history of dropping prices slightly after the hype slows or introducing significant rebates. Many have wondered if the X100 series will permanently shift to a luxury lifestyle product. I don’t think so unless Fuji starts to market the product that way.

What happens when TikTok moves on to the next trendy camera? Simple: everyone who wanted an X100VI will get one, and the users of the new trendy camera won’t get any of that new camera!

Do You Really Want an X100VI, or Do You Want To Look Like a Photographer?

If you're the MacBook- and soy chai latte-wielding influencer, your answer is definitely! Why? Because you want to look like a photographer and get all those new followers on TikTok and Instagram. If you genuinely love the Fuji X100VI for what it is—a compact powerhouse of a camera—then great. Just be honest about why you want it! The X100VI used to be about photography, but unfortunately, it is now about image and fashionability. Not for everyone, but for most.

We photographers know the best photos are not created with the best camera. It’s the twelve inches behind the camera that create the best image. All we can do is sit back patiently and wait for this storm cloud of influencers to pass, and we will all be able to get our hands on an X100VI—hopefully soon—and use the camera for what it was created for. Real photography.

I am curious: what do you think will be the next viral camera? Let me know in the comments below!