Go Fuller than Full Frame: Fujifilm GFX Shoots Weddings, Scans Films, Photographs Races… but the Perfect GFX is Still Missing

Today’s roundup is entirely dedicated to the Fujifilm GFX system.

And you know what? I can proudly call myself a convinced GFX owner too — I actually own this camera along with these two lenses!

Of course, every system, every camera, and every lens involves some level of compromise.

But if the one area where you refuse to make any compromise is image quality, then the Fujifilm GFX system is the way to go.

And yet, as much as I admire the sheer power of the GFX, I can’t help but wonder why Fujifilm never gave us the ultimate GFX camera — the one they already teased back in 2019 with that X-T–style GFX mock-up. That camera would have instantly become Fujifilm’s best-selling GFX ever and a serious threat to full frame.

With that said, what we have today is already much loved and highly appreciated by many. So time to dedicate it an own roundup.

Some used it for weedings. Other for bike races. Others scanned film and other used it with the Laowa 100mm F2.8 tilt shift.

Fujifilm GFX Roundup

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Why the Fujifilm GFX100 II Was the Only Camera Trusted for King Charles’ Portrait

I have this little habit: whenever I’m tidying up the chaos my two kids leave behind in the apartment, I put on a podcast.

Today, I came across one that I found particularly fascinating and wanted to share with you.

In the Double Exposure Podcast, Hugo Burnand talks about creating his portrait of King Charles—covering everything from location scouting and preparations, to the actual shoot, the lighting setup, his interactions with the king, the post-processing, and more.

Interestingly, Hugo drew inspiration from a painting of Prince Philip by Ralph Heymans. The painting depicted the Prince in the very same corridor where Hugo would later photograph King Charles.

The catch? That corridor is notoriously dark, making it a real challenge for Hugo and his team.

For this challenge, he chose just one camera: the Fujifilm GFX100 II—the camera he always turns to when he needs to capture a truly important image.

You can watch the video to see the clever techniques and setups his team used to overcome the challenges. The result is a portrait with a striking, almost painterly quality.

Of course Huge credits his team for the amazing results, but at some point he says:

full praise to my team […] because I think it looks like natural daylight thourghout and it also has a painterly feel to the photography.

While I give my team an enormous praise… actually the camera was really important, the medium format Fujifilm GFX 100 II.

Now, I warmly invite you to listen to the full podcast. But since I know many of you are particularly interested in what Hugo had to say about the Fujifilm GFX100 II in this context, I’ve extracted the key points below:

  • painterly feel in the image
  • fantastic dynamic range
  • great tonal gradation
  • if he’d have taken the image on a phone, it would be quite contrasty and harsher
  • it’s not about reproducing the image in big prints that he needs GFX, because even when reproduced small it has a greater quality intensity
  • the image was shot at ISO 3200
  • in a regular Canon he might risk shooting at ISO 800, and then he starts losing comfort
  • the Fujifilm GFX is amazing in low light
  • you can see the details of the king’s eyelashes in the image, even at ISO 3200

(Quick pause: some “smart” commenters will argue he used the wrong ISO and should have gone lower with flashes. I strongly suggest they actually watch the video before making that judgment)

  • the image looked like a painting by someone like Velázquez
    (personal note: I never thought I’d stand mesmerized in front of a painting for 15 minutes, but it happened to me in Madrid with Las Meninas of Velazquez… what a masterpiece)
  • And when Hugo saw the finished portrait of King Charles, he admitted that, for the first time, he felt intensely proud of his own work

(Another pause for the quick critics: some might say there is too much space above the king’s head. That’s intentional. There’s actually a rule in royal portraiture: you must leave enough room above the head to fit a crown.)

Editing?

  • no photoshop
  • Hugo explained that his adjustments were no different than what could have been done in the darkroom on a wet print

Finally, if you’d like to see this portrait (and others), Hugo has set up a dedicated website: crownportraits.co.uk.

Full List of X and GFX Price Increases Starting August 30

Earlier today we reported how Fujifilm said to some news outlets that prices for certain Fujifilm gear will go up on August 30.

Well, I think we can now share the full list of price increases that will come into effect August 30.

Not all X cameras and lenses will get a price increase. What’s not in the list below is safe.

On the GFX front, pretty much everything will get a price bump.

The biggest price jump (+30%) will go to all sorts of Fujifilm accessories, which I guess are still all made in China.

Of course that’s for now just a rumor. All I can say is that last time we were spot on with the list of price increases. It does not mean that we will be also this time, but it might explain why I am confident enough to share it.

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

Accessories

There could be typos in the list, but I tried to put it down as good as I can in the short time I have right now.

Fujifilm X and GFX Sales Surge in Q1/2025 — Now Close to “Goldmine” Instax Revenue

The latest Fujifilm financial results are out (Q1/2025 – April to June 2025).

Interestingly, Fujifilm makes an estimate of the impact of U.S. tariffs for each segment, except for the imaging division

  • health care = – 4.0 billion yen
  • electronics = – 1.0 billion yen
  • business innovation = – 1.0 billion yen
  • imaging = no information

A positive mention (strong sales) goes to the Fujifilm X100VI, Fujifilm X-T50, Fujifilm GFX100SII and Fujifilm X-M5 and as far as Fujifilm GFX100RF and X half goes, they just say they “contributed” to the results. In the Instax world sales were strong for instax WIDE 400 and instax WIDE Evo.

Also interesting: professional imaging (mainly X and GFX) is growing much stronger than consumer imaging (mainly Instax).

In the latest report, consumer imaging sales (mainly Instax) reached ¥77.3 billion, while professional imaging sales (mainly X and GFX) brought in ¥68 billion.

It’s quite astonishing that X/GFX sales are now making Fujifilm almost as much money as Instax sales, which the Fujifilm CEO called their new goldmine. I guess that’s a promising trend for our beloved X/GFX series.

In short:

  • Strong demand for instant photo systems and digital cameras drove revenue by 11.2% year-over-year to JPY145.3 billion and operating income surged by 28.4% year-over-year to JPY41.8 billion.
  • In the Consumer Imaging business, consistent demand for instax™ instant photo systems contributed to higher revenue.
  • In the Professional Imaging business, revenue growth was supported by the strong performance of the X Series and GFX Series cameras.

Fujifilm’s imaging forecast remains the same as the one issued in May 2025, with no updates in the latest report.

Fujifilm Announces Financial Results for the First Quarter Ended June 30, 2025

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List of Fujifilm Price Hikes Revealed – Nearly All X/GFX Gear Affected, But X-E5 Might Be Safe

We told you that Fujifilm will soon increase prices.

We have now additional details (not yet official, so take it as a rumor).

Price increase should start August 1st (same day when the new tariff-wave comes to effect).

Good news: the Fujifilm X-E5 seems to be safe from any price increase (despite our reader getting a notice about the X-E5 price increase). According to first info shared to us by FR-reader readers, this is because the note from Fujifilm came before the trade deal with Japan (thanks).

Bad News: the list might not be complete yet, though, because there are for example only 9 GF lenses on the list, but I suspect all 20 of them will get a price increase of about 10%. So let’s hope the X-E5 is so far not on the list, because no increase is planed.

Please keep in mind that everything below is still a rumor until Fujifilm makes an official announcement. That said, I wouldn’t share this if I weren’t confident that the price increases are indeed coming on August 1.

Hopefully, this gives some of you the chance to save a few bucks by buying your gear before the deadline.

With that said, here are the new prices starting August 1st (roughly about 10% price increase – some more, some less):

X Series Camera Bodies

GFX Series Camera Bodies

X Series Lenses

GF Lenses

NOTE: all GF lenses will likely get a price increase. I just don’t have the details, so I won’t share them below. But if you are interested in other GF lenses, grab them now too, as price will very likely go up also for those.

Accessories

DUNE Cinematographer Greig Fraser Tests Fujifilm GFX Eterna

Greig Fraser, cinematographer of the Dune blockbuster movies and author of the highly rated Dune: Exposures book, is apparently already testing a working unit of the upcoming Fujifilm GFX Eterna filmcamera.

We can see that from an story shared by Greig on his Instagram page a few days ago here.

The Fujifilm GFX Eterna will be released this year, along with the first dedicated GF video-centric lens, the Fujinon GF32-90mmF3.5.

Speaking of Dune: Chiabella James, author of the book Dune Part 1 – The Photography took the behind the scenes images of the Dune movie with Fujifilm APS-C gear, as we reported here.

Fujifilm and Hollywood always had a special feeling.

From Avatar to Mission Impossible, from Oppenheimer to Dunkirk and Joker. Fujifilm gear is used at the biggest movie sets of this world.

Not enough? Then Fujifilm…

  • won the world wildlife photography award (story here)
  • made the cover of the TIME magazine (story here)
  • won the World Photography Arts&Culture Award 2015 (story here)
  • won the First Prize of the World Press Photo Category “Stories (stroy here)
  • made the front page of the Wall Street Journal (story here)
  • were good enough for God’s work (story here)
  • captured America’s most hated man (story here)
  • distracted a French presidential candidate during his interview (story here)

Fujifilm GFX100RF Officially Recommended UHS-II SD Cards

Down below is the list for the UHS-II type memory cards validated by Fujifilm for the Fujifilm GFX100RF (as well as for GFX100II, GFX100SII, X-H2S and X-H2).

For the best cards for X-T5 check out this article.

Brand Series Model number *1 Capacity
Angelbird AV PRO SD V90 MK2 AVP064SDMK2V90 64GB
Angelbird AV PRO SD V90 MK2 AVP128SDMK2V90 128GB
Angelbird AV PRO SD V90 MK2 AVP256SDMK2V90 256GB
Angelbird AV PRO SD V90 MK2 AVP512SDMK2V90 512GB
Angelbird AV PRO SD V60 MK2 AVP064SDMK2V60 64GB
Angelbird AV PRO SD V60 MK2 AVP128SDMK2V60 128GB
Angelbird AV PRO SD V60 MK2 AVP256SDMK2V60 256GB
Angelbird AV PRO SD V60 MK2 AVP512SDMK2V60 512GB
Angelbird AV PRO SD V60 MK2 AVP1T0SDMK2V60 1TB
Delkin Devices BLACK V90 DSDBV9032 32GB
Delkin Devices BLACK V90 DSDBV9064 64GB
Delkin Devices BLACK V90 DSDBV90128 128GB
Delkin Devices BLACK V90 DSDBV90512 512GB
Delkin Devices POWER V90 DDSDG200032G 32GB
Delkin Devices POWER V90 DDSDG200064G 64GB
Delkin Devices POWER V90 DDSDG2000128 128GB
Delkin Devices POWER V90 DDSDG2000256 256GB
Exascend CATALYST EX128GSDV60 128GB
Exascend CATALYST EX256GSDV60 256GB
Exascend CATALYST EX512GSDV60 512GB
Exascend CATALYST EX64GSDU2 64GB
Exascend CATALYST EX128GSDU2 128GB
Exascend ESSENTIAL EX64GSDU2-S 64GB
Exascend ESSENTIAL EX128GSDU2-S 128GB
Exascend ESSENTIAL EX256GSDU2-S 256GB
HOMAN UHS-II SD Card HM64GBSDV90 64GB
HOMAN UHS-II SD Card HM128GBSDV60 128GB
KIOXIA EXCERIA PRO KSDXU-A256G 256GB
Lexar Professional 1667x SILVER LSD64GCBG1667 64GB
Lexar Professional 1667x SILVER LSD128CBG1667 128GB
Lexar Professional 1667x SILVER LSD256CBG1667 256GB
Lexar Professional SILVER PRO LSDSIPR064G-BNNNG 64GB
Lexar Professional SILVER PRO LSDSIPR128G-BNNNG 128GB
Lexar Professional SILVER PRO LSDSIPR256G-BNNNG 256GB
Lexar Professional SILVER PRO LSDSIPR512G-BNNNG 512GB
Lexar Professional SILVER PRO LSDSIPR001T-BNNNG 1TB
Lexar Professional 1800x GOLD LSD1800064G-BNNNG 64GB
Lexar Professional 1800x GOLD LSD1800128G-BNNNG 128GB
Lexar Professional 1800x GOLD LSD1800256G-BNNNG 256GB
Lexar Professional 1800x GOLD LSD1800512G-BNNNG 512GB
Lexar Professional 2000x GOLD LSD2000064G-BNNNG 64GB
Lexar Professional 2000x GOLD LSD2000128G-BNNNG 128GB
Lexar Professional 2000x GOLD LSD2000256G-BNNNG 256GB
Nextorage NX-F2PRO NX-F2PRO64G/INE SYM 64GB
Nextorage NX-F2PRO NX-F2PRO128G/INE SYM 128GB
Nextorage NX-F2PRO NX-F2PRO256G/INE SYM 256GB
Nextorage NX-F2SE NX-F2SE128G/INE SYM 128GB
Nextorage NX-F2SE NX-F2SE256G/INE SYM 256GB
Nextorage NX-F2SE NX-F2SE512G/INE SYM 512GB
OWC Atlas Pro OWCSDV60P0064 64GB
OWC Atlas Pro OWCSDV60P0128 128GB
OWC Atlas Pro OWCSDV60P0256 256GB
OWC Atlas Pro OWCSDV60P0512 512GB
OWC Atlas Pro OWCSDV60P1000 1TB
OWC Atlas Ultra OWCSDV90U0064 64GB
OWC Atlas Ultra OWCSDV90U0128 128GB
OWC Atlas Ultra OWCSDV90U0256 256GB
OWC Atlas Ultra OWCSDV90U0512 512GB
ProGrade Digital COBALT 300R V90 PGSD64GBCKNA 64GB
ProGrade Digital COBALT 300R V90 PGSD128GBCKNA 128GB
ProGrade Digital COBALT 300R V90 PGSD256GBCKNA 256GB
ProGrade Digital COBALT 300R V90 PGSD512GBCKNA 512GB
ProGrade Digital Gold 250R V60 PGSD64GBKNA 64GB
ProGrade Digital Gold 250R V60 PGSD128GBKNA 128GB
ProGrade Digital Gold 250R V60 PGSD256GBKNA 256GB
ProGrade Digital Gold 250R V60 PGSD512GBKNA 512GB
SanDisk Extreme PRO UHS-II V90 SDSDXDK-064G-xxxxx*2 64GB
SanDisk Extreme PRO UHS-II V90 SDSDXDK-128G-xxxxx*2 128GB
SanDisk Extreme PRO UHS-II V90 SDSDXDK-256G-xxxxx*2 256GB
SanDisk Extreme PRO UHS-II V90 SDSDXDK-512G-xxxxx*2 512GB
SanDisk Extreme PRO UHS-II V60 SDSDXEP-064G-xxxxx*2 64GB
SanDisk Extreme PRO UHS-II V60 SDSDXEP-128G-xxxxx*2 128GB
SanDisk Extreme PRO UHS-II V60 SDSDXEP-256G-xxxxx*2 256GB
SanDisk Extreme PRO UHS-II V60 SDSDXEP-512G-xxxxx*2 512GB
SanDisk Extreme PRO UHS-II V60 SDSDXEP-1T00-xxxxx*2 1TB
SONY SF-E V60 SF-E64 64GB
SONY SF-E V60 SF-E128 128GB
SONY SF-E V60 SF-E256 256GB
SONY TOUGH SF-G V90 ‎SF-G32T 32GB
SONY TOUGH SF-G V90 ‎SF-G64T 64GB
SUNEAST Ultimate Pro V90 SE-SDU2064GA300 64GB
SUNEAST Ultimate Pro V90 SE-SDU2128GA300 128GB
SUNEAST Ultimate Pro V90 SE-SDU2256GA300 256GB
SUNEAST Ultimate Pro V90 SE-SDU2512GA300 512GB
SUNEAST Ultimate Pro V60 SE-SDU2064GC280 64GB
SUNEAST Ultimate Pro V60 SE-SDU2128GB280 128GB
SUNEAST Ultimate Pro V60 SE-SDU2256GB280 256GB
SUNEAST Ultimate Pro V60 SE-SDU2512GB280 512GB
SUNEAST Ultimate Pro V60 SE-SDU2001TB280 1TB
Wise SD-S SD-S128 128GB
Wise SD-N SD-N128 128GB
Wise SD-N SD-N256 256GB
Wise SD-N SD-N512 512GB

*1 Model name could be different depending on the market.
*2 Where xxxx is “JNJIP/GHJIN” in Japan, “ANCIN” in the U.S.A., “CNCIN” in Canada, “ZN4IN” in China, and “GN4IN” for Global.

New Fujifilm GFX100RF Teaser Launched: Shows X100VI and GFX Fusion

Fujifilm has just released yet another teaser showing a heavily underexposed camera.

But this time it comes with a hint: they show an Fujifilm X100VI first, then a Fujifilm GFX100SII, and ultimately the silhouette of e new camera.

That’s so far the best hint we got that our rumors were right: a medium format X100 is on the way, and it will be called Fujifilm GFX100RF.

Fujifilm GFX100(S) II Trade-In Bonus in Europe and New Kit with GF35-70mm

There are GFX Trade-In offers spreading in Europe with the purchase of a Fujifilm GFX100S II or GFX100 II. Down below I will share the Trade-In conditions for UK. But make sure to check the conditions in your country.

Maybe even more interestingly, now Fujifilm is offering also a Fujifilm GFX100S II with GF35-70mm kit in Europe. Maybe I’ve missed it so far, but if I am correct, previously you could purchase the GFX100SII only as body only and not bundled with a lens.

There are no kit versions still in USA for the GFX100SII and GFX100II. I hope such an offering will come to the US too at some point.

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