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!
Nice cam, too limited for me.
It is a very nice camera. I would like one, but the money could be spent elsewhere and for the better, no more than I would actually use it.
The only thing I can't do with this camera is tether shooting. Apart from that, I've enjoyed every day in the last 390 days that I've been able to take pictures with my X100VI.
What might be the next viral camera? Maybe the big brother?
I'm glad you love it! Tetherd shooting is always a nice feature. I think you're right; the big brother is going to gain a lot of interest. Think!
Ah yes, the “real photographer” fallacy, with a healthy dose of spite for - and self righteous superiority over - the author’s caricaturized nemeses: “the influencers”
Get over yourself. It’s a consumer luxury good. You’re not some special authentic scion who’s entitled to it more than some 20 year old who saw one on TikTok - and who has more disposable income than you, apparently.
This is exactly the toxic garbage attitude that makes photography communities so shtty to be a part of. Not an article about how to create art. Not sharing some technique on how to capture beauty. But rather “waaaah these people aren’t rEaL phOToGraPhErS they deserve this product less than meeeeeee”
🤮
It's not the articles themselves that are toxic. I thought they were merely an opinion. The toxic nature of these forums begins with the choice of language when someone such as yourself attacks and insults someone else for writing what you on your throne have decided is garbage.
I suspect it's somewhat buried in human nature to be fashion conscious. Not for me... I'd have been happy to show up at my wedding in holy blue jeans. But try telling about any woman that the earrings she's wearing look terribly cheap, and see where it gets you. Life is not always practical. We do things for irrational reasons all the time. Not everyone compares technical specifications before selecting a particular product. A choice of colors has virtually no effect on automobile performance, but does anyone totally disregard it when buying a car? Of course not. Aesthetics play a huge role in consumer product design. I see no reason why photography should be any different, or why people who make a living talking about it shouldn't be able to do so. That said, I haven't bought a new camera in twelve years, and I could not care less about what's being advertised as the latest and greatest, or what's coming down the road. It is kind of nice though to see 1970s styles making a comeback... don't feel so old.
Ok boomer.
Edit: this was meant as a ribbing and not an insult. My apologies for using loaded and unclear language.
Your time will come...
This is the most ricockulous thing anyone can ever say to another person. It's like me calling you an Incel Chris ,because of the way you look. Now, that would not be nice.
I really don't mind being called a boomer. Kind of makes me smile. Someone at, say, age 35, typically thinks they're so smart and has all the answers. I remember that time well. But if they're lucky enough to live another 30 or 40 years, they'll find out that they have more questions than answers.
It was a joke. I’m sorry I didn’t communicate that clearly. I will admit I dislike the language and angle of the article. I don’t care why people buy a camera or what they use it for and to pick on people for doing it for seemingly vain reasons seems like punching down.
I don't understand the point. There are many products that people buy in order to "look like" a professional. So what? I remember going on a hike in England, a gentle path up a hill. We were wearing our informal street clothing, two of the woman with us wore modest high heels. We laughed at some natives who did the hike dressed like mountaineers. I enjoyed the walk and participated in the banter within our group making fun of what we saw. But upon reflection I am sure the "look like pros" enjoyed it too and maybe by playing the part they enjoyed it that much more.
What are the downsides? Prices too high for the pros. Okay, hone skills on lesser equipment and hope a competitor comes up with something that is as capable but without the fashion tax in the price. Or develop the confidence that allows you to not care if you buy something you want but that others use to identify you as a poseur.
Fuji GFX100RF is the answer :-)
I think you on to something!
Personally I would encourage the influencers, the more people buying cameras, the more options there are for all of us. More options are always welcome. Then I also totally get the appeal of this camera, wish Nikon could do something similar (hoping on a full frame version...) - so I do not have to aclimitise to a new ui (by adopting the Fuji).
I find the x100vi ideal for street photography; small, discrete, with 40 MP so I can crop/reframe shots. The ACROS film sim also looks fantastic straight out of camera. On the down side: I have found it to be fragile. The plastic around the eyepiece has worn away from simply being in contact with my T-shirt! Fujifilm refused to repair on warranty at just over 6 months old. Hardly what you expect from a $2K+ camera. TL:dr - great handling and picture, poop warranty.
Thats interesting! Do you find you like the other film simulations?
I'm surprised the Sony a7C with it's 28-60 kit lens hasn't taken off for this purpose.