An unlikely retro mirrorless camera is set to become the new most sought-after camera after being spotted in the hands of pop megastar Taylor Swift this week.
You might expect a billionaire to hit the streets in style with an expensive Leica – the premium German brand makes stunning, hand-crafted metal cameras that are often found in the hands of celebrities, such as the recently announced M11-D. Tay-Tay, however, has a penchant for Olympus.
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 this sleek camera for around $650, £600 or AU$1000. It's a great, affordable camera. However, thanks to the “Swift effect”, it's unlikely to stay at that price for long, or even stay in stock.
Just from the low-res photo, shared on X (formerly Twitter) by @43 Rumors, I can't be 100% sure that this is the Olympus OM-D E-M10 IV model. Swift has been spotted multiple times years ago with the OM-D E-M1 II, which has a similar design. However, I'll take 43 Rumors' word for it when it says she's upgraded to the new E-M10 IV. In any case, she's definitely sporting a retro-styled Olympus MFT (micro four thirds) camera.
Awesome: Taylor Swift photographs with the Olympus E-M10IV – pic.twitter.com/kMwlzkIv8DSeptember 10, 2024
The celebrity effect
A potential surge in interest is great news for OM System, the company that acquired the Olympus brand, and for MFT cameras.
We’ve recently seen the social media effect lead to a huge surge in camera sales, from the striking Nikon Coolpix S6900 (a vintage digital compact camera available in pink with selfie support) to the Fujifilm X100 series of cameras, after Fujifilm’s Film Simulation photography styles went viral on TikTok. The latest camera in the series, the X100VI, was the most pre-ordered camera in history and backorders are still being fulfilled six months after its launch.
When Fujifilm's previous premium compact camera, the X100V, was out of stock for the entirety of 2023, people even turned to buying the closest alternatives, such as the Fujifilm X-E4.
For now, the Olympus OM-D E-M10 IV is still available at major retailers, though it's probably a good idea to grab one as soon as possible before it sells out. If you can't get your hands on one, there are some good alternatives to the E-M10 IV, such as the OM System OM-5, which is our favorite travel camera.
I personally own an Olympus OM-D E-M1 and can attest to its image quality and ease of use. The MFT system it's part of is super lightweight and includes hundreds of great lenses for almost any situation. Still, you don't need convincing when Tay-Tay's already convinced.
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