NEWS  Photography  December 4, 2023  Reading time: 2 Minute(s)

Max (RS editor)

In the realm of instant photography, Fujifilm has maintained its steadfast commitment to producing clean, sharp, and well-exposed Instax prints that set the brand apart from its competitors. However, recent rumors circulating on Fuji Rumors suggest a potential shift in this direction with the rumored launch of the Fujifilm Instax Mini 99, set to succeed the Instax Mini 90 (depicted in the cover image) after a decade.

According to Fuji Rumors, the Instax Mini 99 is expected to introduce

"Unique color and light combination effects never experienced before on any Instax camera"

Delving into the specifics of these effects reveals characteristics reminiscent of analog traits—light leaks, bleed, and unconventional color tones. These qualities, notably absent in Fujifilm's previous Instax iterations, have long been associated with the charm of low-fidelity Lomography and, to a lesser extent, Polaroid cameras.

The credibility of these speculations is underscored by Fuji Rumors' established track record in providing accurate insights into Fujifilm and Instax products. However, it is essential to approach these details with caution, as they remain unverified rumors at this point.

If the rumors hold true, the Instax Mini 99 may mark a departure from the clean and sharp aesthetic that has defined Fujifilm's instant prints. The alleged introduction of 'filters' generating effects such as light bleed, green hue, red light flare, and purple hue suggests an attempt to emulate the lo-fi aesthetics associated with platforms like Lomography.

This strategic move raises intriguing questions about the compatibility of these characteristics with the established Instax ethos. Fujifilm's success has been built on delivering high-quality, flawless prints, differentiating itself from the charming imperfections associated with Lomography.

Whether these effects are software-based, akin to popular Instagram filters, or physical lens add-ons resembling the Polaroid Now+, their potential inclusion challenges the traditional Instax narrative. It remains to be seen whether this rumored departure from the brand's well-established visual language will resonate with enthusiasts or represent an unexpected divergence.

As we await official confirmation from Fujifilm, the anticipation for the long-overdue update to the Instax Mini 90, which made its debut in 2013, continues to build. Regardless of the outcome, the photographic community eagerly anticipates how these alleged enhancements may redefine the Instax experience.

 COVER IMAGE BY RAWPIXEL.COM ON FREEPIK / REVIEW SPACE | FUJIFILM