Nostalgia is a powerful emotion, and with the speed that technology is advancing, it’s easy to reminisce about the simplicity and personality of products that have since been made obsolete (at least tech-wise). Fujifilm is an industry mainstay that’s been on both sides of this coin, garnering countless fans of the brand’s classic and modern cameras over the years. The label’s instax lineup of instant cameras has been especially popular in recent years as people (surprisingly young people, too) still yearn for analog options. It’s evident that film cameras aren’t going anywhere, especially now that younger generations appreciate tangible photos with some loveable flaws. And now Fujifilm is back once again with another addition to the instax lineup: The instax SQUARE SQ40, a square-shaped instant camera inspired by the old and incorporating the new.
This analog camera turns on with a twist of the lens, has a black faux-leather body, and uses square film. It works like any other instant camera does, with self-developing film, but the SQ40 comes with automatic exposure and a built-in flash, allowing you to get great shots even in darker lighting. These systems detect the ambient light in your shot and adjust the flash and the shutter speed to get things right. You can also rotate the lens, flip the camera, and use the mirror on the front to utilize the Selfie Mode. As for the film, it works with Fujifilm instax SQUARE instant color film and takes 90 seconds to develop.
Additionally, the instax SQUARE SQ40 is compatible with the label’s instax Up app, so you can upload photos digitally, share them, edit them, and store them on your phone as well. Fujifilm also recently released its SQUARE Sunset film, which includes a warm color gradient border around your photos.
The Fujifilm instax SQUARE SQ40 Camera is available now for $150.
