Why Fujifilm’s Latest Camera Has the X Factor

Fujifilm Australia has just dropped its latest snapshot of genius. And if there was ever a time to zoom in and focus it is now! The new Fujifilm X half camera – the freshest face in the brand’s iconic X Series – is officially up for pre-order and will be on sale from 12 June 2025. And, whether you’re a nostalgic shutterbug, a social-savvy creative, or just someone who loves a camera that does more than point and shoot, this little beauty is framing up to be your next obsession.

Inspired by retro half-frame cameras but powered by today’s tech, the X half is all about double the creativity in half the frame – literally. Its clever 2-in-1 mode lets you snap two photos or videos (or a mix of both) and merge them into one artistic composition, all in-camera. Translation? You get to tell a fuller story. Photoshop subscription not required.

It’s also got a 1-inch CMOS sensor, a built-in 32mm F2.8 lens (that’s your QuickSnap throwback moment), and it weighs just 240g, making it light enough to sling over your shoulder for spontaneous street shoots or summer road trips. And with 13 film simulations, 12 spot filters, and new effects like Light Leak, Halation, and Expired Film, you’ll get all the vibes of vintage film. Without the cost of development.

Still not sold? Flick the manual frame advance lever after each shot for that tactile “film wind” moment, then open the new X half app to browse your work like it’s a curated gallery. The Film Camera Mode even lets you choose your film simulation and shot count – then locks image previews until your “roll” is done. Call it the digital age’s answer to anticipation.

In the words of Shaun Mah, Fujifilm Australia’s General Manager of Electronic Imaging, “The X half brings together the look and feel of a traditional half-frame film camera, with the smarts and speed of modern digital photography. There are two sides to every story, and I can’t wait to see what our users create.”

You could say that with the new Fujifilm X half, the future of photography is anything but negative!

* *Main feature image, Ben Savage