Was it just a fad? Was the Fujifilm X100V just a poser camera?

Alistair Campbell offers some tips and tricks for taking authentic holiday photos on your summer getaways
(Image credit: Future)

Last year, everyone wanted the Fujifilm X100V – even my colleagues on this website were in queues to get it. It was the hot item, with demand whipped into absolute frenzy by TikTok. But accordingly, supply was insufficient to meet demand. 

The Fujifilm X100V phenomenon, led by social media, became a firestorm – like the hot toy at Christmas that everybody goes crazy, because everybody else is going crazy for it, and consequently nobody can actually buy it. It was like Jingle All The Way, only with influencers and camera geeks instead of Arnold Schwarzenegger and Sinbad.

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James Artaius

The editor of Digital Camera World, James has 21 years experience as a journalist and started working in the photographic industry in 2014 (as an assistant to Damian McGillicuddy, who succeeded David Bailey as Principal Photographer for Olympus). In this time he shot for clients like Aston Martin Racing, Elinchrom and L'Oréal, in addition to shooting campaigns and product testing for Olympus, and providing training for professionals. This has led him to being a go-to expert for camera and lens reviews, photo and lighting tutorials, as well as industry news, rumors and analysis for publications like Digital Camera MagazinePhotoPlus: The Canon MagazineN-Photo: The Nikon MagazineDigital Photographer and Professional Imagemaker, as well as hosting workshops and talks at The Photography Show. He also serves as a judge for the Red Bull Illume Photo Contest. An Olympus and Canon shooter, he has a wealth of knowledge on cameras of all makes – and a fondness for vintage lenses and instant cameras.