Fujifilm has added the new GFX100RF to its medium-format lineup. The latest addition to the GFX family, though, is like no other product in the same range. Instead of interchangeable optics, it comes with a built-in 35mm F4 lens (28mm full-frame equivalent) and packs a series of nice details that could potentially contribute to a much more casual shooting experience than any other GFX model.
Fuji takes a different approach than any other competitor, dividing its cameras into two separate families: the X Series cameras with APS-C sensors and the GFX medium-format models, targeted mostly at studio professionals. The company has long maintained the superiority of medium-format quality over full-frame cameras, and the GFX100RF aims to prove that larger sensors can be versatile as well.
The GFX100RF sports the Fujifilm X-Processor 5 digital image chip, paired with the company's massive GFX 102MP sensor.

The aesthetics draw heavily from the X100V and X100VI, Fuji's extremely popular compact APS-C camera. The body is much bigger, of course, but surprisingly light. At 735g, the GFX100RF is lighter than any other Fuji GFX series camera body. It's also only 10g heavier than the body of its only other direct competitor, the Hasselblad X1DII portable medium format camera.

Moreover, the GFX100RF also has a vague resemblance to older Fuji models, such as the analog Fujica GW690. Like the old rangefinder camera, the new GFX sports a leaf shutter, which renounces the speed of focal plane equivalents but warrants a much smoother, more silent operation with fewer vibrations overall. Thanks to accessories such as the included aluminum lens hood and the retro rope-type strap, the overall design of the GFX100R leans heavily into nostalgia territory, with a generally stylish look and feel that will certainly contribute to the new camera's appeal among younger and dapper photographers.
On the body, which was cut from high-quality aluminum, Fuji has implemented two new, unusual controls. The aspect ratio dial, placed vertically in the middle, lets the photographer pick one of nine different aspect ratios, All derived from the ratios offered by Fuji on analog cameras over the years. The options range from standard aspect ratios like 3:2 or 16:9 to more exotic ones such as the panoramic 65:24, which was the byproduct of the Fuji/Hasselblad collaboration that, back in the nineties, gave us the TX-1 / XPan series of cameras. There's something poetic about the fact that, more than 30 years later, both Fuji and Hasselblad are again the only two brands offering a medium-format portable camera.

The other "unusual" physical control is the "Digital Teleconverter Selector" at the front, which adds a digital control to a function we've already seen on the Fuji X100VI. It helps the photographer pick a different angle of view, moving from the standard 35mm (28mm equivalent on a full frame) to 45mm (36mm), 63mm (50mm), and 80mm (63mm) just by automatically cropping the ginormous 102MP sensor into smaller portions of the image.

Like all other Fuji cameras, the GFX100RF comes with all the 20 beautiful film simulations we've grown to know and appreciate, from Velvia to Eterna, from Pro Neg to Acros.
The new GFX100R will be available starting in April, with a suggested price of €5595.