LT: Viltrox AF 35mm f/1.7 Air Review – Raises The Bar

By Louis Ferreira | Published: October 19, 2025


Air Series
Viltrox 25mm F1.7: B&H Photo / Amazon
Viltrox 35mm f/1.7: B&H Photo / Amazon
Viltrox 56mm f/1.7: B&H Photo / Amazon

LensTips published its full Viltrox 35mm f/1.7 review, which you can read in full here, or check out excerpts from below:

..the Viltrox AF 35 mm f/1.7 Air were a very pleasant surprise and now the bar is raised even higher. Not only the tested lens almost managed to break the resolution record in the centre, but this time the edges of the frame are also properly optimized, with a resolution on a very good level at least. As if it wasn’t enough, in almost all other testing categories the Viltrox performed very well, not having almost any meaningful slip-up.

Pros:

  • shapely, lightweight, and handy casing,
  • outstanding resolution in the frame centre,
  • very good resolution on the edge of the frame,
  • imperceptible longitudinal chromatic aberration,
  • negligible lateral chromatic aberration,
  • zero distortion,
  • moderate coma,
  • very low astigmatism,
  • nice out-of-focus areas,
  • silent and fast autofocus,
  • low focus breathing,
  • sensational price/performance and price/quality ratios,
  • 5-year warranty.

Cons:

  • distinct vignetting for RAW files,
  • accuracy of the autofocus leaves a bit to be desired, especially with the lens attached to older camera bodies.

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Posted in 3rd Party Lens| Tagged , , , | 35 Comments

New LightPix Labs FlashQ FM2 TTL

By Louis Ferreira | Published: October 18, 2025


LightPix Labs just released the LightPix Labs FlashQ FM2 for Fujifilm cameras, and you can get one at B&H Photo.

FM2 Technical Specifications

  • Guide Number 20m (at ISO 100)
  • Focal length coverage: 32mm (on 35mm format)
  • Manual flash power ratio control from 1/1 to 1/64
    (further supports 1/3 EV steps setting from 1/1 to 1/16)
  • 2.4GHz low-power digital radio, 10 meters wireless operating range
  • Other functions: S1 / S2 optical slave
  • Two AA-size alkaline / rechargeable Ni-MH batteries
  • Recycling time (1/1 full power output) : 4 sec. by Ni-MH batteries /
    5 sec. by fresh alkaline batteries
  • Number of flashes : 100 – 2000 flashes
  • Flash color temperature : 5600K±200K (same as daylight)
  • Dimensions : 60(W) x 52(H) x 50.5(D) mm
  • Weight : 101g (without battery)

For travel and street photographers, the LightPix Labs FlashQ FM2 TTL Flash for FUJIFILM is a compact and lightweight solution. This powerful, wireless flash is small enough to go anywhere, making it a perfect tool for creative on-the-go photography. It produces a neutral, daylight-emulating light with a 5600K color temperature (±200K) for true-to-life colors. You can also rely on its long-lasting battery, which provides up to 2,000 flashes on minimum power or around 100 at full power. The FM2 supports both front and rear curtain sync, as well as flash exposure compensation.

Flexible Power & Fast Recycling Flash
With a 65.6′ guide number at ISO 100, the FM2 TTL flash offers a fast, flexible lighting solution. It provides manual power control from 1/64 to full and recycles in four to five seconds, depending on whether you use the two alkaline or rechargeable NiMH batteries. The included USB-C cable allows for convenient charging of NiMH batteries, and the USB-C port can also be used as a sync input.

Manual Flash Power Control
The FM2 TTL flash allows you set the flash output from 1/64 (minimum output) to 1/1 (maximum output). These seven steps of flash power ratios can be adjusted by two buttons.

Front/Rear Curtain Sync & Flash Exposure Compensation
With front and rear curtain sync and flash exposure compensation, the FM2 TTL flash allows you to capture stunning, professional-looking effects right in the camera.

  • Front curtain sync: Freeze motion at the start of an exposure.
  • Rear curtain sync: Create realistic motion trails by firing the flash at the end of an exposure.
  • Flash exposure compensation: Adjust flash power to perfectly balance your subject’s brightness with the ambient light.

Multi-Flash Support
The FM2 TTL flash can be set as a master or remote unit to create multi-flash setups for more dynamic lighting. With its built-in FlashQ radio, the FM2 can also be paired wirelessly with other FlashQ flashes, in addition to being used as an on-camera flash.

Off-Camera Flash Without Extra Hardware
The FlashQ FM2 TTL flash has built-in S1/S2 optical slave modes that let it fire in sync with any other flash. Just point your on-camera flash or another speedlight at the FM2, and it fires in perfect timing.

  • S1 Mode: For use with any manual flash, including your camera’s pop-up flash.
  • S2 Mode: For use with a TTL flash. It intelligently ignores the pre-flash and syncs with the main exposure.

Diffuser Panel & Color Gel Holder
Expand your possibilities with this flash’s built-in diffuser panel and color gel holder. Easily attach and remove the six included color gels to achieve the light color you desire.

Classic & Compact Design
The FM2 TTL flash features a distinct, boxy form factor. Its premium metal enclosure is crafted from high-strength aluminum alloy with a durable, hard-anodized coating. At just 2.4 x 2 x 2″, its compact size easily fits into tight spaces while blending timeless style with modern performance.

Compatible Cameras

  • Latest X-E5, X-M5, GFX 100RF, X100VI, X-T5, GFX 100 II, X-S20
  • X-T4, X-T3, X-T2, X-T1, X-T30, X-T20, X-T10, X-H2, X-H1, X-S10
  • X-Pro3, X-Pro2, X-Pro1, X-E4, X-E3, X-E2, X-E1, X-M1, X100 series
  • X-A7, X-A5, X-A3, X-A2, X-A1, X-70, X-30, X-20, X-10
  • GFX 100, GFX 50S II, GFX 50S, GFX 50R

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Posted in Accessories| 28 Comments

“instax WIDE Evo™” named one of TIME’s Best Inventions of 2025

By Louis Ferreira | Published: October 17, 2025
AI Time Cover

AI Time Cover

FUJIFILM INSTAX WIDE EVO Hybrid:
B&H Photo / Amazon / Adorama

“instax WIDE Evo™” named one of TIME’s Best Inventions of 2025
The new photographic experience achieved through the fusion of analog and digital has received high praise.

TOKYO, October 17, 2025 – FUJIFILM Corporation announces the instax™ hybrid camera, “instax WIDE Evo™” (WIDE Evo) has been selected as one of TIME’s Best Inventions of 2025 in the Consumer Electronics category. In 2023, the “instax Pal™” received a Special Mention in the Best Inventions of 2023. This time, instax™ has achieved the remarkable feat of being selected for the Best Inventions list for the second time.

“TIME’S Best Inventions of 2025” highlights emerging fields such as AI, apps and software, connectivity and communication, manufacturing and materials, medical and healthcare, and more, with nominations submitted by TIME’s editors and correspondents worldwide. Each product or idea is evaluated based on several key criteria, including originality, efficacy, ambition, and impact. This year, TIME’s annual list features 300 groundbreaking innovations that are changing lives, along with 100 Special Mention inventions. For more details, please visit TIME’s Best Inventions 2025.

TIME’s Best Inventions 2025
The “WIDE Evo”, following the globally successful “instax mini Evo™”, is compatible with double-card-sized WIDE format film. The instax™ hybrid camera “WIDE Evo” allows users to take pictures by viewing the LCD monitor on the back of the camera and selecting their favorite shots to print. Also, it can be used as a smartphone printer, printing photos directly from the user’s smartphone camera roll via the free downloadable instax WIDE Evo™ app. The camera comes with 10 lens effects including “Magenta” and “Monochrome”, as well as 10 film effects including “Light Leak” and “Color Gradient”. These two types of effects can be combined in a variety of ways to create 100 different shooting effects. Furthermore, for the first time in the instax™ series, the lens effects feature a “Degree Control” function, allowing users to finely adjust effects such as intensity of light and color gradation in 100 levels, enabling delicate and precise expressions as desired. In addition, a variety of “Film Styles” can be chosen to give the user unique film effects for their instax™ prints, and the “Wide Angle Mode,” which allows for a dynamic shot with a wider range, further enhances the appeal of WIDE format film. The combination of “100 Shooting Effects”, “Degree Control”, “Film Style”, and “Wide Angle Mode” results in more than 100,000 possible expressions, making every shot a masterpiece.

In its Best Inventions of 2025 list, TIME commented regarding WIDE Evo that the camera “combines slick digital features with instant photography nostalgia, letting you hold memories nearly as fast as you can capture (and filter) them.”

Fujifilm will continue to expand the world of the “instax™” instant photo system that allows people to enjoy on-the-spot photo printing.

Posted in Instax| Tagged , , , | 41 Comments

FUJIFILM GFX ETERNA 55 Video Production Camera Selected for Good Design Best 100

By Louis Ferreira | Published: October 16, 2025

“Good Design Best 100” logo

“FUJIFILM GFX ETERNA 55” Video Production Camera Selected for “Good Design Best 100”
Fujifilm Achieves the Highest Number of Awards Among All Winning Companies for the Seventh Consecutive Year

Fujifilm Holdings Corporation (Head Office: Minato-ku, Tokyo; President and CEO: Teiichi Goto) announced that 37 products across various business fields from Fujifilm Corporation and Fujifilm Business Innovation Corporation have received the Good Design Award 2025, organized by the Japan Institute of Design Promotion (JDP). The awarded products include mirrorless digital cameras, medical equipment, and multifunction devices. Among all participating companies, Fujifilm Corporation achieved the highest number of awards — 35 products in total — marking the seventh consecutive year as the company with the most wins. In particular, the “FUJIFILM GFX ETERNA 55” video production camera was selected for the “Good Design Best 100,” a distinction given to products that received especially high evaluations among all award winners.

Fujifilm’s Approach to Design
At Fujifilm, we pursue not only outstanding functionality and high performance in all our products and services but also design development that maximizes those qualities. This year, overseas recognition has also been strong:

  • 26 products received the iF Design Award,
  • 26 products won the Red Dot Design Award, and
  • The binoculars “FUJINON TECHNO-STABI TS-L 1640/2040” earned the Gold Award at IDEA.

The company has now received the Good Design Award for 43 consecutive years since 1983, reflecting the global recognition of Fujifilm’s product design excellence. Moving forward, Fujifilm aims to create new value through design — not only emphasizing external beauty but also enhancing the usability and functionality that make each product or service stand out.

About the Good Design Award
Established in 1957 by Japan’s Ministry of International Trade and Industry (now the Ministry of Economy, Trade and Industry), the Good Design Selection System (commonly known as the “G Mark System”) is Japan’s only comprehensive design evaluation and commendation program, managed since 1988 by the Japan Institute of Design Promotion.

Fujifilm Holdings’ 2025 Good Design Award Winners
(Excluding unreleased products and those sold only in limited regions; 33 listed below)

  1. Video Production Camera “FUJIFILM GFX ETERNA 55” – Good Design Best 100
    The FUJIFILM GFX ETERNA 55 is Fujifilm’s first video production camera featuring a large-format sensor with a diagonal measurement of approximately 55 mm — about 1.7 times larger than 35mm full-frame. Delivering rich tonal gradation and three-dimensional image rendering, the camera is equipped with dual 3-inch LCD monitors on both sides of the body, allowing multiple crew members to simultaneously view or adjust settings. A dedicated handle, included with the camera, features control dials for focus, zoom, and other functions, improving operability and efficiency for small production teams seeking high-quality results. Designed to meet the demands of professionals across feature films, commercials, and documentaries, the GFX ETERNA 55 combines mobility, functionality, and cinematic quality in a single, highly refined package.
  2. High-end compact digital camera “FUJIFILM GFX100RF”
  3. Compact digital camera “X half” Product name: FUJIFILM X-HF1
  4. Mirrorless digital camera “FUJIFILM X-E5”
  5. Fujinon XF23mmF2.8 R WR interchangeable lens for the X Series mirrorless digital camera
  6. Fujinon GF32-90mmT3.5 PZ OIS WR interchangeable lens for the GFX series mirrorless digital camera
  7. Hybrid instant camera “instax WIDE Evo ™ “
  8. Analog instant camera “instax mini 41 ™ “
  9. Hybrid instant camera “instax mini Evo ™ PINK”
  10. QuickSnap ™ , a film with a lens
  11. Binoculars “FUJINON BINOCULAR TECHNO-STABI TS-L 1640/2040”
  12. 4K-compatible broadcast zoom lens “FUJINON UA22x4.8BERD”
  13. 4K-compatible broadcast zoom lens “FUJINON LA30x7.8BRM”
  14. Ultra-short throw projector “FUJIFILM PROJECTOR ZUH6000”
  15. Portable X-ray device “CALNEO Xair PLUS”
  16. 1.5 Tesla superconducting MRI system “ECHELON Synergy ZeroHelium”
  17. Multi-slice CT system “FCT iStream Plus”
  18. CALNEO Beyond, an X-ray diagnostic imaging system with fluoroscopy capabilities
  19. CARNACORE, a diagnostic imaging workstation for clinics
  20. Double-balloon enteroscope “EN-840T”
  21. Duodenal treatment scope “ED-840T”
  22. AttachBend, a dedicated device for the EG-840TP thin-diameter upper gastrointestinal treatment scope
  23. Lower endoscopy report creation support software “AR-C1”
  24. Laparoscopic Linear Probe “L43LAP”
  25. SYNAPSE SAI Report, an integrated viewer-based radiological report system;
    SYNAPSE SAI viewer, an AI platform
  26. Automated chemiluminescent enzyme immunoassay analyzer “Accuraseed SG720”
  27. Animal immune response measurement device “Fuji DryChem AU20V”
  28. “ASTALIFT D-UV SHIELD TONE UP”
  29. “ASTALIFT Advent Calendar 2024”
  30. General medical device: Liquid bandage “Olapra Liquid Bandage for Oral Use”
    *This is a product of Fujifilm Toyama Chemical.
  31. Fujifilm Design Center Event “A Journey to Taste Mt. Fuji”
  32. A3 color multifunction printers “Apeos C3067” and “Apeos C3061” series
  33. Installation and replacement of multifunction devices that customers can perform reliably

* instax , instax WIDE Evo , instax mini 41 , instax mini Evo , and “QuickSnap” are registered trademarks or trademarks of Fujifilm Corporation.

via Fujifilm

Posted in Press releases| 31 Comments

Fujifilm vs Nikon: Fujifilm Manager Interview – Fujifilm Wants To Usurp Nikon

By Louis Ferreira | Published: October 15, 2025


Phototrend published a lengthy interview in French with Fujifilm France’s director of the photography division, Franck Bernard. You can read the full interview in French here or check out the summary below:

  • Fujifilm Sales in France
    • Fujifilm holds about 12% of the APS-C market
    • Overall, Fujifilm holds 13-14% of the market when you include GFX and compacts
    • Momentum is excellent
    • Fujifilm is growing in every segment
    • Fujifilm wants to push Nikon out of third place to be behind Sony and Canon
  • Fujifilm’s Biggest Successes over the past twelve months
    • The Fujifilm X-E5 has been big for Fujifilm
    • Fujifilm X-E5 was a substitute for the X100VI for some
    • X-E5 has its own audience, too
  • Economic Climate
    • Fujifilm hasn’t been impacted by the economy, and the Electronic Imaging Division is doing quite well.
    • The brand remains strong across multiple sectors
  • Smartphones
    • Fujifilm’s cameras have been increasingly user-friendly, which has helped them get cellphone photographers
    • Fujifilm has a range of cameras for them from the X-S to X-H line of cameras
  • GFX100RF
    • The GFX100RF has performed well beyond expectations, with interest comparable to the X100VI
    • Sales stabilized after launch, but they remain strong
    • Competitors like the Leica Q3 and Sony RX1R III haven’t impacted sales since the GFX100RF has its own spot
  • X100VI
    • Fujifilm is still having stock shortages, but some retailers not have units on shelves
    • Backorders remain significant
    • Shortages will remain through Christmas, and Fujifilm understands your frustration
  • X-Half
    • The X-Half was designed for a new generation of customers who create for social media
    • X-Half isn’t intended to be a mass-market product
    • It exists in a niche that requires education
  • GFX Eterna 55
    • Fujifilm has been in broadcasting for a long time
    • The Fujifilm GFX Eterna 55 was developed for people with cinematic ambitions
    • Cinematographers and small production groups want more affordable high-end cameras from companies like ARRI, RED, and Sony
    • Fujifilm is targeting directors of photography on short films who want that cinema quality
    • Fujifilm is shaking up the market while revitalizing medium format
  • Video
    • Fujifilm started with the photography-centric camera, the X-Pro1, and has grown into hybrid cameras like the X-H2S that are more video-oriented for sports and documentary work
    • The market priced between €1500–€2500 is oversaturated, so moving up market to Eterna or down market to the X-M5 is a solid strategy to stand out
    • Fujifilm isnt going to sell as many cameras for video as they do the X100VI, but they aim to stay active in every part of the market
  • Instax
    • Instax users are aged 7 to 77
    • The Mini 12 remains its top seller
    • The Mini Evo sells well, too
    • The Mini Evo is the X100VI or Instax
    • Instax demand was so strong last year that Fujifilm couldn’t keep up
    • The Wide Evo is selling very well
    • Some people shoot three packs of film, while others shoot dozens, so it is hard to tell how many packs most people use
    • Instax usage remains strong
    • The Evo line has not impacted the number of prints people make, even though it lets people be more picky about what to print
    • Printing only your best shot also lets you share multiple prints with others
  • Inexpensive Cameras
    • Prices are higher today, and Fujifilm didn’t intend to release another camera below $1k until the X-M5
    • Fujifilm does not have plans to go lower than the X-M5
    • The second-hand market is a good place to save money
  • The Used Market
    • Fujifilm doesn’t have figures on it, but they know it is an important gateway for photographers
    • Fujifilm cameras are built to last, so they will perform well for years to come
  • The Fujinon XF23mm f/2.8 R WR
    • The XF23mm isn’t intended to be sold as a kit lens, even though some retailers are offering it that way
    • Fujifilm just doesn’t want to see official kits sold by retailers with third-party lenses

FUJIFILM GFX ETERNA 55:
B&H Photo / Amazon / Adorama
FUJIFILM GF 32-90mm T3.5 PZ OIS WR:
B&H Photo / Amazon / Adorama

Fujifilm X-E5:
B&H Photo / Amazon (Black : Silver) / Moment / Adorama
Fujinon XF23mm f/2.8 R WR:
B&H Photo / Amazon / Moment / Adorama
Fujifilm X-M5
B&H Photo / Amazon Silver : Black / Moment / Adorama
Fujifilm X-H2:
B&H Photo / Amazon / Moment / Adorama
Fujifilm X-H2S:
B&H Photo / Amazon / Moment / Adorama

Fujifilm X100VI Silver and Black:
B&H Photo / Amazon (Silver : Black) / Moment / Adorama
Fujifilm GFX100RF:
B&H Photo / Amazon / Moment / Adorama
Sony RX1R III:
B&H Photo / Amazon / Adorama

Instax Mini Evo:
B&H Photo / Amazon / Moment / Adorama

Fujifilm X-Half Frame:
B&H Photo / Amazon (Silver / Charcoal / Black) / ShopMoment / Adorama

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Posted in Fuji X-Pro1, Fuji X100, Fujifilm Compact, Fujifilm GFX, Fujifilm GFX 100, Fujifilm GFX 100 Megapixel, Fujifilm GFX 100S, Fujifilm X-E5, Fujifilm X-H2, Fujifilm X-M5, Fujifilm X100VI, Instax, Interview| Tagged , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | 55 Comments

Fujifilm Announces the Next Generation of its instax mini LiPlay™ Hybrid Instant Camera Series

By Louis Ferreira | Published: October 14, 2025


instax mini LiPlay+™ Hybrid: B&H Photo / Amazon
instax™ mini Soft Glitter instant film: B&H Photo / Amazon

Fujifilm Announces the Next Generation of its instax mini LiPlay™ Hybrid Instant Camera Series
RATINGEN, Germany, October 14th, 2025. FUJIFILM Europe GmbH, Imaging Solutions Division, is proud to announce the introduction of its instax mini LiPlay+™ hybrid instant camera (mini LiPlay+™), an update to the popular instax mini LiPlay™ line that debuted in 2019. This new camera debuts a variety of new features including dual cameras (a main camera plus a wide-angle selfie camera) with new capabilities for image makers, various enhanced sound capabilities that allow the user to integrate sound into their images (through the use of an integrated QR code printed onto the image), and tasteful upgrades to the camera body.

As Fujifilm’s first hybrid instant camera, and the first camera with the unique capability to integrate sound into photos, our mini LiPlay™ line of hybrid instant cameras has always been one of our most unique offerings,” said Shin Udono, Senior Vice President, Imaging Solutions, FUJIFILM Europe. “mini LiPlay+™ builds on the distinctive features of the original mini LiPlay™, giving users even more creative ways to express themselves through photos and sound. It’s a truly versatile hybrid camera with a unique set of attributes to suit every skill and interest level.

Main Features:
instax mini LiPlay+™ Smartphone App

The free, downloadable instax mini LiPlay™ App allows users to capture images remotely via Bluetooth connection, add finishing touches to images with frames, and print photos from a connected smartphone. Users can further embellish their images by adding sticker icons or overlay text, making each image a true custom creation.

Dual camera functionality

The mini LiPlay+™ hybrid instant camera features both a front main camera and a rear-facing wide-angle selfie camera. New to mini LiPlay+™ is layered photo mode, in which images created with both the front and rear cameras can be combined so the images appear in layers, one in the foreground and one in the background. When editing images, users can choose between instax-Rich mode™ and instax-Natural mode™ to accentuate their images and choose from a selection of artful filters to express themselves further. mini LiPlay+™ also features automatic exposure and flash control to enhance image quality and includes either 2 or 10 second timers.

Instax Sound Print™ and instax Sound Album™

Users can utilize the free, downloadable instax mini LiPlay+™ App to add sound features to their images. With the instax Sound Print™ feature users have four unique ways to record 3-second audio clips to add to their images, then listen back by scanning the printed QR code on your photo (instax™ instant film required and sold separately) with their smartphone. Alternatively, the instax Sound Album™ feature turns adventures into custom animated videos with sound, vibrant backgrounds, and standout music.

New instax™ mini film variety introduced

Also being announced at the same time as the mini LiPlay+™ camera is instax™ mini Soft Glitter instant film, available in a 10-exposure pack. Gold accents combine with soothing hues to bring a calming shimmer to the frames around each photo.

Posted in Instax, Instax Mini LiPlay| Tagged , | 21 Comments