While other brands have been developing global shutters and faster subject-detection algorithms, Fujifilm has focused on taking its customers back to a time when a camera didn't feel like a computer, and photography was a slower and more intentional process of creation. They have done this by creating stunning vintage-inspired cameras, like the X100VI, that have proven so popular that wait times are currently through the roof. Even companies like Nikon have now decided to wade in and put some real money behind their own Zf line, in an attempt to jump on the trend.
In case you hadn't noticed, the "film look" is in. Gen Z has been bombarded by millions of identical, over-sharpened iPhone pictures since they first logged into Instagram, so they have now teamed up with nostalgic millennials to bring back the grain, the texture, and the tactile experience of film photography. For the hardcore, that means shelling out a small fortune for real rolls of film and hitting the streets with their Pentax K1000's, but for most people, it's been about finding that look and feel in the world of digital cameras. This is where Fujifilm comes in.
