Taylor Swift has been spotted with this retro camera – and that means you soon might not be able to buy one
The Swift effect
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An unlikely retro mirrorless camera is set to become the new most sought-after snapper after it was spotted in the hands of pop megastar Taylor Swift this week.
You might expect a billionaire to step out in style with a pricey Leica – the red-dot brand hailing from Germany makes premium hand-crafted all-metal stunners often seen in the hands of celebrities, like the recently announcedM11-D. However, Tay-Tay has a penchant for Olympus instead.
According to43 Rumors,the low-quality paparazzi photo (below), shows Swift holding theOlympus OM-D E-M10 IV, which we rate as one of thebest entry-level mirrorless camerasyou can buy.
You can currently pick up the stylish snapper new for around $650 / £600 / AU$1,000 – it’s an excellent budget camera. However, thanks to the ‘Swift effect’ it’s unlikely to remain at that price for long, or remain in stock at all.
From the low-res photo alone, shared on X (formerly Twitter) by@43 Rumors, I can’t be 100% sure it’s the Olympus OM-D E-M10 IV model. Swift has been spotted on multiple occasions years ago withthe OM-D E-M1 II, which has a similar design. However, I’ll take 43 Rumors' word for it that’s she updated to the newer E-M10 IV. In any case, she’s certainly rocking a retro-style Olympus MFT (micro four-thirds) camera.
Cool: Taylor Swift shoots with the Olympus E-M10IV - https://t.co/IJaZkKj9q2 pic.twitter.com/kMwlzkIv8DSeptember 10, 2024
The celebrity effect
A potential surge in interest is great news for as OM System, the company that took over the Olympus brand, and for MFT cameras.
We’ve seen the social media effect spike a huge surge in camera sales recently, from theunlikely Nikon Coolpix S6900– avintage digital compact cameraavailable in pink with selfie kick stand – to theFujifilmX100 series of cameras afterFujifilm’s Film Simulation picture styles went viral on Tiktok. The latest camera in the series, theX100VI, was the most preordered camera in living memory, and backorders are still being fulfilled six months after its release.
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When Fujifilm’sprevious premium compact, the X100V, was out of stock throughout all of 2023, people even resorted to snapping up the closest alternatives, such as the Fujifilm X-E4.
For now, the Olympus OM-D E-M10 IV is still available at leading retailers, though it’s probably a good idea to snap one up asap before it sells out. Should you miss the boat, there are some good E-M10 IV alternatives, such as theOM System OM-5, which is ourfavorite travel camera.
I personally own an Olympus OM-D E-M1, and can vouch for its image quality and easily handling. The MFT system it’s part of is super-lightweight, and includes hundreds of superb lenses for just about every scenario. Still, you don’t need me to persuade you when Tay-Tay is already convinced.
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Tim is the Cameras editor at TechRadar. He has enjoyed more than 15 years in the photo video industry with most of those in the world of tech journalism. During his time as Deputy Technical Editor with Amateur Photographer, as a freelancer and consequently editor at Tech Radar, Tim has developed a deeply technical knowledge and practical experience with cameras, educating others through news, reviews and features. He’s also worked in video production for Studio 44 with clients including Canon, and volunteers his spare time to consult a non-profit, diverse stories team based in Nairobi. Tim is curious, a keen creative, avid footballer and runner, and moderate flat white drinker who has lived in Kenya and believes we have much to enjoy and learn from each other.
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