An unlikely retro mirrorless camera looks set to become the new most sought-after camera after pop star Taylor Swift got her hands on one this week.
You might expect a billionaire to show off a fancy Leica – the red-polka-dotted German brand makes handcrafted, all-metal eye-catchers that are often seen in the hands of celebrities, such as the recently announced M11-D. Tay-Tay, however, prefers Olympus.
According to 43 Rumors, The low-quality paparazzi photo (below) shows Swift holding the Olympus OM-D E-M10 IV, which we think is one of the best entry-level mirrorless cameras you can buy.
You can pick up the stylish snapper new now for around $650 / £600 / AU$1,000 – it’s an excellent budget camera. But thanks to the ‘Swift effect’ it’s unlikely to stay at that price for long, or even remain in stock at all.
Just the low-resolution photo shared on X (formerly Twitter) by @43 RumorsI can’t be 100% sure that it’s the Olympus OM-D E-M10 IV model. Swift has been spotted several times with the OM-D E-M1 II, which has a similar design. I’m assuming she’s been updated to the newer E-M10 IV though. Either way, she’s definitely got a retro-styled 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 possible increase in interest is good news for OM System, the company that acquired the Olympus brand, and for MFT cameras.
We’ve seen the social media effect drive a huge surge in camera sales recently, from the improbable Nikon Coolpix S6900 – a vintage-inspired compact digital camera available in pink with a selfie kickstand – to the Fujifilm X100 series of cameras after Fujifilm’s Film Simulation photo styles went viral on TikTok. The latest camera in the series, the X100VI, was the most pre-ordered camera in living memory, and backorders are still being fulfilled six months after release.
When Fujifilm’s previous premium compact camera, the X100V, went out of stock in 2023, people flocked to the closest alternatives, such as the Fujifilm X-E4.
The Olympus OM-D E-M10 IV is still available from leading retailers now, but it’s probably a good idea to grab one as soon as possible before they sell out. If you miss out, there are a number of good E-M10 IV alternatives, including the OM System OM-5, our favourite travel camera.
I own an Olympus OM-D E-M1 myself and can vouch for its image quality and ease of use. The MFT system it’s part of is super light and features hundreds of fantastic lenses for almost any scenario. But you don’t need to convince me if Tay-Tay is already convinced.