There is a debate online about whether Fujifilm has become a lifestyle brand, and a lot of people are insisting their Fuji is a working camera. Let’s remember something.
Fujifilm was never the working camera. The working cameras were Nikon, Canon, Pentax, on the sidelines and in the war zones. Fujifilm was the camera for artists. You accepted the quirks. You accepted the shortcomings. You chose the vibe over the specs, on purpose.
Now look at the X100 line and the Instax empire and tell me that is not a lifestyle play. It is the whole play, and Fuji is leaning into it hard.
That is not an insult. My X-T4 and X-Pro2 are tanks. They travel with me and knock around like no other cameras I own. But they were always cameras for people who shoot for the love of it. Own that, and the identity crisis solves itself.
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