Someone recently commented “Fujifilm is the new Leica” on one of my Instagram posts and I thought it was an interesting statement. I think what they meant was that in terms of being the most hyped-up brand (especially within the context of social media), Fujifilm is now the go-to camera brand. I don’t like hype or clout culture, and I don’t think inventing competition between two beloved brands is useful to anyone. However, there have always been comparisons between Leica and Fujifilm over...
