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 announced M11-D . However, Tay-Tay has a penchant for Olympus instead.
According to 43 Rumors, the low-quality paparazzi photo (below), shows Swift holding the Olympus OM-D E-M10 IV , which we rate as one of the best entry-level mirrorless cameras you 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 with the 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.
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 the unlikely Nikon Coolpix S6900 – a vintage digital compact camera available in pink with selfie kick stand – to the Fujifilm X100 series of cameras after Fujifilm’s Film Simulation picture styles went viral on Tiktok . The latest camera in the series, the X100VI , was the most preordered camera in living memory, and backorders are still being fulfilled six months after its release.
When Fujifilm’s previous 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 the OM System OM-5 , which is our favorite 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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