Fujifilm: Black X-E1 Perfect for Reportage, Silver Edition Perfect for Women

An anonymous reader emailed us with a complaint about the way Fujifilm is marketing the X-E1 in a non-gender-neutral way.

Here’s what the official X-E1 site says under “Design & Accessories”:

Two X-E1s, two personalities. With an 18-55mm lens the X-E1 is compact and has a bright F2.8 as well as an image stabilization function for four shutter speeds. It is available in black or silver. The black X-E1 allows the subject to forget about the camera and is therefore optimal for reportage work. The silver X-E1’s refined design and feel stands out among the X series and is great for casual occasions. It’s perfect for women and the younger generation.

The miffed tipster writes,

Fuji is saying, probably inadvertently or because of a poor translation, that the black X-E1 is for serious photographers while the silver is for women and kids. So there are no serious female photographers, then?

It’s common to see children’s toys marketed toward certain genders, but it’s much less common in the higher-end digital camera industry.

P.S. Apologies if you don’t think this is worth pointing out. We can see the “storm in a teacup” comments coming already.

  • ennuipoet

    It’s not particularly uncommon in Asia for products be marketed in such a manner, I was reading a fairly in depth article some time ago about one of the big camera companies, I want to say Nikon, creating hot pink point and shoots specifically for young women in Japan. Is it misogyny? I don’t know, but it is probably not very good advertising strategy on the side of the International Date Line.

  • Duke Shin


  • Jonas

    I agree that’s clumsy, at least in an international advertisement. As soon as you start comparing genders to kinds of work, you’re on pretty damn thin ice in at least many western countries.

  • Amon

    Slow day, huh?

  • Bart Kuik

    It’s not like the white one is a dumbed-down version of the black one. Then it would be discrimination. This is marketing the exact same camera in two colors and describe a user scenario for each color.

  • Michael Lieberman

    Also I think it was Sony got flack earlier this year for having “photography for women” classes in Hong Kong. The translation made it sound like photography thus far has been only for men, and the course will help women learn how to take photographs.

  • Bernd Capitain

    it just preasumes that woman and the younger generation know which one looks better. im feeling discriminated!

  • Antonio Carrasco

    at least it’s not poo poo brown like the D5200… What is that targeted to?

  • Nathan Blaney

    At the PDN PhotoPlus Expo, one of the Fuji reps there literally told me they were marketing some items directly to women – the XF1, in particular. Here’s a snapshot of the display for that camera at the expo… looks pretty consistent with that idea, I think:

  • eraserhead12

    This is as stupid as BIC marketing pens specifically for women. Because you know, regular pens are just too manly and heavy.

  • NDT001

    errr, do you me an SEXIST?……

  • Amon

    Slow day, huh?

  • Amon

    Twice my non offensive comments have been erased. Interesting

  • Michael Zhang

    Yes, the comments were “non-offensive,” but they were also negative, irrelevant and did not contribute anything to the conversation. If you contribute criticism that actually adds to the conversation, we will certainly allow that. :) Thanks.

    P.S. We tried emailing you, but the fake email you’re using causes the emails to bounce.

  • Clay

    So drink Dr. Pepper 10 when shooting with the black camera, Perrier with the silver one.

  • Amon

    I see… but instead of letting your readers decide how relevant or irrelevant my comments are, you went ahead and made that decision for them. Gotcha!

    For the record, my comment was short and sarcastic. You viewed it as negative because it was critical of this article… which itself is negative and really does not contribute much except flame Fujifilm for something that is pretty lame.

    I hope this qualifies as enough contribution to this conversation.

  • Amon

    P.S. You might want to look into boolean logic.

  • Michael Zhang

    While we might have let comments like “meh” and “slow news day?” slip a while back, we’re taking a stricter stance on that type of thing now.

    And yes, this updated comment of yours ist much better than those two examples that I just gave. :)

  • Libby Stack

    Sounds like the Canon EOS M faux pax when they said the EOS M was to target the women’s market.

  • Dan Seebert

    Fuji did not say the black model was for men or not for women. They didn’t even say it was for reporters but for reportage work.

    Fuji did say the silver model was for people (students come in both varieties) and women. Anyone who thinks women generally don’t consider fashion (retro design cameras are ‘in’) while making a purchase decision is living in a culture I’ve never experienced.

  • shashinka

    I’m not sure I buy the color thing. Black is professional and silver is not. No one has ever looked at my X100 or X-Pro1 and then question my press pass(s) as a result of the color of my camera. I half expected to be taken less seriously using the Fuji’s over my old full sized Nikons, but it hasn’t. I’m pretty sure if I re-skinned my old D3s to a color other than black, no one would bother to ask either.

    Putting that aside, if anything, people think of modern cameras, high resolution and so forth as black, and that a silver retro camera people would assume are film based and seem to moreless likely ignore it or assume one is a hobbyist. .

  • Nathan Blaney

    Nigel Tufnel: Well, so what? What’s wrong with bein’ sexy?

  • Plann

    “The silver X-E1′s refined design and feel… It’s perfect for women and the younger generation.”

    My guess is that the final sentence is less about the color of the camera and more about the size of the cameras. Perhaps that detail was lost in translation?

  • Puddintain

    No, they are the exact same camera except for the color.

    I am searching for the original ad in Japanese this is believed to be translated from and we’ll see if it is a mistake in translation or not. It would not surprise me at all if the original made distinctions between which fits a stereotype of which sex. If anyone knows where I can find the original Japanese (if i is a translation, please let me know.) I have not seen that in any of the Japanese language brochures I have.

  • Jared

    To be fair, they say include “and the younger generation”. The implication is that the silver and black is a stylistic choice, whereas an all-black would be preferred by professionals for subtlety. I don’t think it’s a big deal; You’d be foolish to believe that any product isn’t marketed towards specific groups. Language can never be safe enough, apparently, but this really isn’t a big deal.

  • Tom Fox


  • Michael Spotts

    How dare Fuji discriminate against men by excluding them from “casual occasions”!

    Of course, some women do “serious reportage” so they can have the black model, just like Fuji said. But the women and children ALSO get a silver version because they are capable of being casual, and—according to Fuji—men are not.

    Shame on you, Fuji, for ALWAYS disrespecting MEN who like to have casual fun!

  • Ralph Hightower

    Oh, I don’t think so. I own a black Canon A-1 (the only color it came in). I think it’d be neat to own a chrome top AE-1.

  • Mr Gubrz

    i do, in fact, feel suddenly pressured to perform… is there a pill for that, fuji? :) i need long lasting stamina for my /serious/ photographic pursuits!

  • Erik Lauri Kulo

    A user scenario? So why is the silver a color for women and not black? This is incredibly stupid.

  • Erik Lauri Kulo

    And men don’t?

  • John

    Where’s the dark red snakeskin version?

  • P.J Roscoe (Author)

    Hmm, I wonder what my lady friend photographer would have to say about this?