Why is the Fuji X100v so popular?
Let’s talk about the Fujifilm X100V, the most in demand and talked about camera in the photography community this year. But what’s the hype all about?
I’ve owned the x100v for over a year and it has essentially been my everyday camera for simply documenting life around me.
In short, the Fujifilm X100V is a compact camera with a retro design that appeals to many enthusiasts. It features a 26-megapixel APS-C sensor, a fixed 23mm f/2 lens, and a tilting LCD screen. It also has a hybrid viewfinder that can switch between an optical and electronic viewfinder. Which personally, I think the viewfinder is a little gem.
So none of these features scream extra ordinary, so why has this camera been subject to extra ordinary hype?
This isn’t a detailed x100v review.
I’ve already made a video outlining the pro’s and cons of this camera. But what I can share is my opinion on why I think this camera has received so much hype recently.
The fixed 23mm lens is great for street and everyday documentary photography, it may not be the best choice for other specific types of photography like landscapes, portraits or products but that isn’t who this camera is for. The hype might make this camera sound like the best thing ever, but actually it’s very limited and isn’t designed to be used for everything.
Something I have heard a lot from people is that ‘It’s made me fall back in love with photography’ and the reason I think that is, is because this camera is ZERO FAFF. It’s very much used as a point and shoot, it’s easy to carry around and you’re not paralysed by choosing a lens. This camera is easy to use. Which means we can forget the complexities of photography gear and get back to what matters, the everyday, small moments.
I find that when I use a bigger more impressive setup for example, like my Canon R6 - I will look past the small moments and details as if I’m only interested the big projects. Where as if my x100v is handy, those coffee shop visits, morning walks and family dinners are memories I’ll capture, because it’s fun and it’s easy. and then that gets me thinking… How do you put a price on that?
Here’s the most important part of this whole discussion in my opinion and something we don’t talk about as photographers enough. We can label the specs, the size, the weight, physical properties and even the software inside, there is a market value to those things…
But what we can’t put a label on is the feeling. What is the emotional value of the camera you use?
I’ve taken some of my favourite photos using the X100v, how do I put a price on that? They don’t have a monetary value. They’re moments I’ll keep forever, whether it’s an impressive candid street photo or a small moment with my family. The thing that mattered the most is that I had a camera with me, because it simply feels good to use it.
The specs can of course be found in multiple different cameras, the x100v doesn’t boast any unique features that can’t be found on other cameras. If you want film simulations and cool jpegs? There’s lots of other Fujifilm cameras offering that. If you want a compact fixed lens camera? There’s lots of other camera brands selling them. The one thing nobody can tell you for definite is whether you will get that feeling… i’m trying to describe.
It’s also a reason I recently bought the Leica q2. For pretty much all the reasons as the x100v. I loved using that for everyday situations and the Q2 offers the same use case but even more on the Luxury end. But the Q2 isn’t being overhyped right now… mainly because it immediately disqualifies anyone looking at something within a budget. We know Leica are widely more expensive, which is clearly part of their identity and branding.
However, The X100v is more accessible, meaning it reaches more people and in return, more hype.
Here’s the issue though, YouTubers (myself included) and maybe a few viral TikToks or reels have created a trend that this camera is THE camera. When it’s not. It’s just A camera, that a lot of people are using. Combine that with the fact Fujifilm couldn’t keep up with the supply and fell behind on production means we have the classic supply and demand issue.
You always want what you can’t have. Thus, increasing the price of the x100v on the 2nd hand market.
Because it almost feels like people want to buy this camera with expectations that they will take better photos and it will genuinely improve them as photographers. That’s where I can see people being disappointed. And then thinking, this camera is overhyped.
The gear doesn’t make you a better photographer, you’re awareness does. And I made a video all about the specific topic of photographic awareness here, check it out!
