Oh wow, look who’s here!..

The Fujifilm GFX 100RF. Otherwise known as Fuji’s medium format X100 due to its resemblance – both conceptual and physical – to their APS-C X100 fixed lens camera.

I hesitated a lot before finally deciding to get it. I have a Hasselblad 907x 100c, a 100MB medium format beast just like this Fuji. So when the GFX 100RF was announced in March 2025, I didn’t feel any impulse at all.

Yet it didn’t stop me getting to know more about this beautiful camera. As in everything, I started checking for more information in the internet and slowly, slowly, it started growing on me.

Every buy is an impulse buy. Last Sunday I made a short trip to China with my wife and brought the Hasselblad with me. Under a scorching sun and with my body sweating, I confirmed once again what I already knew. With the Hasselblad and its tilt-screen waist level shooting, it’s impossible to frame properly under bright sunlight.

Furthermore, its box-shaped body that lacks any grip is everything but comfortable to shoot. So what I love about the Hasselblad – its vintage looks, the reference to their cameras from days past, the fact that it’s totally different from any other camera – is also what makes it highly unpractical.

I need a Fuji

With this – and since in a few days I’m departing to Portugal for a 1 week break – I decided to get a Fujifilm GFX 100RF and test it during my upcoming trip. Here is a camera that is user-friendly, portable and it’s medium format with superb image quality.

Ideal for landscape shots during my mountain hikes: it’s light, it’s got a nice protruding grip that makes it comfortable to hold, it’s got an excellent EVF allowing me to frame properly. Practicality wins over the Hasselblad, for sure.

Image quality VS the Hasselblad? Don’t know at this moment. But judging by what my previous GFX 50R was capable of, I’m sure IQ will not disappoint me.

Talking of which, one thing I loved about my GFX 50R was that I could use straight out of camera RAWs without editing. The camera captured images up to my taste. Whereas with my Hasselblad, I ALWAYS need to massage the RAW files to get the most out of them.

Will the GFX 100RF perform in a similar fashion? Will it produce IQ as good or even better than my Hasselblad?..

Let’s see!