Fuji Instant Film Instax Square Colour ISO 800
Recalling the iconic Polaroid square image, this is the newest member of the Instax family - a film with the same vivid colour renditions and nautral skin tones of the Mini and the Wide, but adapted for use in the Instax SQ10.
Fuji is one of the most famous Japanese global brands - and along with Eastman Kodak - dominated the film photography market for most of the 20th century. However the dawn of digital photography put significant strain on it's operations and it has restructured itself (and part-merged with Xerox) around a more diverse set of industries such as digital press, computer systems, and photocopying services. It's focus on traditional film has waned (giving rise to the nickname "FujiNOTfilm") - discontinuing several lines which has caused understandable upset among loyal users and planning to cut several more. However their creation and innovation of the Fuji Instax system (the most popular instant photography format today) means they will remain relevant to analogue photography for many years to come.
For more information about the brand check out our bio of Fuji
Sample shots (c) Alex Chen