I’m pretty jaded about consumer tech nowadays. In the wide-eyed noughties, tech brands felt innovative and trendy; now everything feels devoid of ideas. This is reflected in how things look, too. Nothing stands out anymore. Apple’s once fresh, now-stale minimalist aesthetic has been regurgitated ad nauseam.
Technology used to be about driving towards the next ground-breaking piece of hardware, but it would look the part, too. Think Motorola Razr, Apple iMac G3, and the transparent Game Boy. Nowadays, technology is more utilitarian. It’s all about eking out what’s on the inside, but what about exciting consumers from the outside?
And yet photography has bucked that trend. There was a point when it looked like the mirrorless camera era was going to be a bit of a visual borefest, but (most) camera brands haven’t rested on their creative laurels. And the reason why, in my opinion, is largely to do with the resurgence of the film camera and how that's affected the rise and rise of the retro camera.
Film cameras are back
I tend to approach the film camera resurgence with a bit of a wry smile, because as much as I talk about it, I don’t actually see that many photographers out and about shooting film. It’s gotten much more popular, but it’s still a very niche area of photography. However, younger generations are definitely more aware of film photography in 2026 than they have been since the digital-camera revolution.
This hasn’t just fuelled appetites for film cameras; it’s fuelled appetites for digital cameras that look like film cameras and digital imagery that looks like film. This has resulted in a modern camera market that’s littered with so-called retro cameras. These devices look like they hail from the golden age of film, but are packed with accessible mod cons under the hood.
Brands including OM System/Olympus, Panasonic, Nikon, Kodak, Polaroid, and of course, Fujifilm have all leaned into this retro aesthetic to varying degrees. And it’s done something very important. It’s made cameras fun. In a world where the camera phone ‘killed’ the compact camera overnight, shrinking the camera industry exponentially, fun retro cameras have managed to claw back the dedicated camera’s relevance for more casual photographers.
This is because retro cameras offer an alternative experience to a camera phone. They’re tactile, fashionable, and desirable. We’ve all had somebody come up to us while we’re out and about with a camera and said: “I just use my phone; the pictures are great.” But a retro camera isn’t just about the end product; it’s about the experience.
The retro camera experience
I liken photography with a retro camera to visiting a coffee shop. We can all drink coffee at home, but even though it’s cheaper and more convenient, many of us choose to visit a coffee shop. It’s not just about the taste of the coffee; it’s about the experience. What that americano, flat white, or espresso says about you, the human interaction, the comfortable setting, and the opportunity to take a little time out of your day to just sit with a coffee and decompress.
When you buy a retro camera, you’re not just buying into a device that takes photographs; you’re buying into an experience. And it’s not an experience that’s for everyone. Many photographers much prefer the more utilitarian devices that brands like Sony, Canon and Nikon are famous for, and there’s nothing wrong with that at all. But you cannot deny the significant impact retro cameras have had on the industry in recent years. And one brand, above all, deserves the lion’s share of the credit.
The impact of Fujimania
My favorite retro camera is the Nikon Zf. I also adore the Olympus PEN-F and the OM System OM-3. But without a doubt, the brand that’s done more for retro cameras – and quite possibly the bottom of the camera industry funnel – over the past few years is Fujifilm.
If you’ve not heard about the X100 Series, then you’ve been living under a rock. The Fujifilm X100VI is still struggling to meet demand some two years after its launch, and on the used market, its predecessor, the Fujifilm X100V, is as expensive as ever.
Fujifilm has become so popular on social media that used prices of virtually all Fujifilm cameras have increased exponentially. And that’s before you consider the impact of Fujifilm’s Instax range. The instant camera brand has put bona fide instant film cameras in the hands of younger generations in what has to be one of the most surprising tech resurgences of all time.
Another brand that deserves a shoutout is Sigma. While it’s not exactly known for its retro-themed devices, last year’s Sigma BF was a rare release indeed. Rather than a retro camera, it was a future camera. A rare conceptual look into the future of photography that reminded me of the optimism surrounding consumer tech in the ‘90s and 2000s.
So there you have it. The film camera resurgence hasn’t just revitalized film photography; it’s indirectly impacted the entire camera industry. And thankfully, retro cameras show no sign of slowing down. This year we got the gorgeous Panasonic Lumix L10 and the OM System PEN has just been announced, too. Plus, today Fujifilm launched the retro-inspired Instax Pal 2. In a world of uninspiring consumer tech, it really is a good time to be a photographer.
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Take a look at the best Fujifilm cameras and the best OM System cameras. Looking for a casual entry point into retro cameras? See what you think of the Fujifilm X Half.
