Everyone seems to be craving a retro digital camera these days. While Fujifilm’s X series was one of the few camera lineups that catered to this need, Nikon, OM System, and Pentax are the recent additions focusing on the same. However, the iF Design Awards, held earlier in March, reveals a curious trend of how retro-looking cameras, especially by Fujifilm, are simply winning this trend. Here is a look at which cameras have won the awards.
The first and unexpected entry is the Fujifilm X-M5 camera, an entry-level device that caters to vloggers. The camera has been chosen for its “classic” design and its varied features that make one’s experience authentic. Fujifilm also produces several Instant cameras that have received awards. The Instax WIDE 400, Instax mini SE, Instax mini LiPlay, Instax mini 99, and the Instax mini Evo Fujifilm 90th Anniversary editions are some retro-designed instant cameras that also won awards for their unique designs. The popular Fujifilm X100VI, the X100VI 90th Anniversary edition, the X-T50, and the GFX 100S II have made it to the design list.
This year, 16 cameras were on the still photography list; of them, eight spots were taken by Fujifilm alone. This is truly remarkable because it is unlike any company dominating a list to this extent. Another retro camera to make it to the list was the Pentax 17, an analog camera perfect for beginners.
The remaining spots were taken by Canon EOS R5 Mk II and EOS R1, Nikon 6 III, Sony a9 III, Panasonic S1R II, and the S9. Each of these cameras is some of the high-end products, but again, the iF Design Awards showcased that retro camera designs are going to keep moving trends.
From this, one can learn that Fujifilm really has a stronger hold on the retro design market. With the upcoming GFX100RF camera, the company stands to gain a chance to compete at the top of the industry. However, one of the ways they can achieve this is by increasing production, which has been lagging since the launch of X100VI, and increasing demand. In fact, according to Map Camera, Fujifilm X100VI toppled Leica, Nikon, and Ricoh to come first in the February 2025 rankings. This highlights that if the company can meet the sales demand, which was first stated to be 15,000 units per month, it certainly can stay at the top of such rankings for a while.
However, companies like Canon are trying to catch up, with a potential AE-1 model on the horizon. As a result, Fujifilm will have to keep innovating and improving user experience. The GFX100RF hopes to do just that, but it may have a hefty price tag that limits one’s purchasing ability. This is why Fujifilm should leverage this with the launch of X-Pro 4, a camera that many are still waiting for. If we manage to get this device this year, alongside the medium format camera, it is safe to say Fujfilim will certainly have a great year. But whether Fujifilm listens or not, it can only be seen during the March 20 X summit.