Fujifilm continues to defy the purely digital photography trend by releasing the Instax Square 2, an analog instant camera equipped with built-in physical filters to alter color and tone without any digital assistance. Hitting the market later this month for $120, the camera maintains the core functionality of earlier square-format models like the SQ1 while introducing a freshly sculpted body available in slate blue, misty white, and brick red.
The standout hardware feature is a dedicated physical switch on the camera body that swaps out two distinct lens filters. Users can instantly select a warm setting that creates a subtle golden tone or a cool setting designed to deliver a crisp, blue-toned aesthetic. Alongside these physical filters, the device retains consumer-friendly conveniences such as a built-in selfie mirror, automatic exposure, and an automatic flash. Three distinct shooting modes—standard, close-up, and landscape—are easily accessible via a rotating ring surrounding the lens.
Fujifilm is also accompanying the hardware release with a new variety of square instant film called Soft Haze, priced at $19. This specific film stock utilizes reduced contrast and saturation to produce glowing highlights and warm, diffused shadows on physical prints. Furthermore, the company addressed a common consumer pain point by designing the new camera to run on standard AA batteries rather than requiring CR2 cells.
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