Photography News issue 18

Advertisement feature X-SERIES TURNS 5 Fujifilm’s famous five 2015 marks the fifth birthday of Fujifilm’s X-series. We pick the highlights of what has been a very busy few years…

Viewfinder advancements Alongside X-Trans sensor technology, the viewfinders that are used in the X-series cameras set the benchmark for quality and versatility. Offering a combination of optical and electronic technologies to produce hybrid finders in many of the X-series models – and the Real Time viewfinder in the superb X-T1 – they offer a high level of information and provide a highly accurate rendition of the scene being captured. ‘ Kaizen ’ philosophy Fujifilm works to a simple Japanese philosophy known as ‘ kaizen ’ , meaning ‘ change for better ’ . In camera terms, this means that the company will always look to improve the X-series, not only in terms of the latest models, but also the existing ones. Fujifilm, therefore, is unique in releasing (often extensive) free firmware updates to improve camera performance.

It’s hard to believe that Fujifilm’s X-series didn’t exist five years ago. As a camera and lens range, it is now so established as a major player in the world of CSCs and high-quality compact cameras that it seems to have been an industry cornerstone for decades, yet the first camera didn’t appear until September 2010. So, as that fifth birthday rapidly approaches, we thought it was worth taking a look at what has made the range such a success. Design Few could deny that one of the key attributes of all X-series models is the way they look. Nobody does retro quite as well as Fujifilm, with the design being as much about function as it is form. Comparisons have been drawn with other classic brands but, in truth, X models are classics in their own right and while we would never suggest buying a camera on the basis of looks alone, we’d forgive you if it was a Fujifilm! X-Trans sensor technology Innovation is at the heart of everything Fujifilm does, and nowhere is this more evident than X-Trans sensor technology. Challenging the standard of CCD and CMOS sensors, the company set out to produce an alternative

that could deliver superior results without requiring the bulk of a full-frame camera. Now in its second guise, the X-Trans sensor delivers colour accuracy and sharpness that is virtually unsurpassed in cameras of the same size. Film Simulation modes Fujifilm has been a photographic manufacturer for the past 80 years, which means it has a long heritage of producing films before the advent of digital. Many of these films were favoured by photographers, so the company created a unique set of Film Simulation modes to recreate them digitally. Set in-camera, the modes offer superb versatility and the sort of colours photographers know and love. Lens range When the XF lens range was first introduced, just three prime optics were launched, leaving some scratching their heads. Since then, the company has added further zooms and primes to make it one of the most comprehensive available. Optical quality from these lenses is paramount, with photographers the world over switching systems after seeing the results achievable. What’s more, Fujifilm regularly updates its lens road map so that customers can see which lenses are coming – and when.

π To find out more about the Fujifilm X-series, go to www.fujifilm.co.uk.

Four key X-seriesmodels Every model in the X-series has proved popular with a wide range of photographers, but this quartet is worthy of special mention. They shaped the range into what it is today, quickly becoming bywords for style, quality and innovation

2010

2011

2012

2014

X10: Hot on the heels of the X100, the X10 brought superb image quality to the compact camera market. Offering all the hallmarks of the Fujifilm X-series, it is testament to the designers that the zoom range and sensor size have remained the same in later incarnations: the X20 and X30.

X100: This is the original X-series model. Oozing style and delivering superb quality images from the fixed lens and APS-C sized sensor, the X100 was an instant hit. It’s a great go-anywhere model that has spawned two updated versions, namely the X100S and the recently launched X100T.

X-Pro1: A groundbreaking design from the start, the X-Pro1 was both the first interchangeable‑lens model in the X-series and the first to offer Fujifilm’s X-Trans sensor technology. Still the flagship of the range today, it offers a robust build and superb image quality for the discerning photographer.

X-T1: Breaking the rangefinder-style design convention, the stylish X-T1 combines digital SLR looks and handling with the X-Trans sensor technology. A masterpiece of classic styling, there’s much to praise on the X-T1, although the Real Time viewfinder is arguably its stand-out feature.

Photography News | Issue 18