In 2015, Josh Sisk, a freelance photographer in Baltimore, picked up a new Fujifilm X100S digital camera for thirteen hundred dollars. He wanted to use it on vacations and road trips, when his full kit of professional cameras and lenses would be too bulky to bring along. The X100S, which débuted in 2013, had a slim body and a fixed-length 35-mm.-equivalent lens that made it convenient to carry; at the same time, its optical viewfinder meant that it functioned more like a traditional film camera—the user looks through glass at reality, not, as with an iPhone, at an image on a screen. The camera also included the option to use “film simulations,” digital filters that made its images look like they had been shot on various types of classic film. Sisk ended up using the X100S constantly and eventually rehabbed it with new batteries, but this year he decided that it was time for an upgrade to the latest model in the line, the X100VI. “I went to my camera shop and asked,” Sisk told me. “They laughed at me: ‘You might get one in 2025.’ ” He hadn’t realized that the cameras had become a hit on TikTok and other social-media platforms. They were completely sold out.
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