Fujifilm XE-5: Progress or clever rebranding with an additional cost?

As someone who has been shooting with Fujifilm cameras for years, loves design as much as function – and sells high-quality camera accessories every day with Strapstyles – I was honestly... confused when the X-E5 was launched.

At first glance, it looks like a dream for any street photographer: a clean retro body, finally IBIS, familiar controls, film simulation dial—everything's there. But upon closer inspection, a thought arises: Is this really a new camera—or simply a smart reskin with a premium price?

For all filmmakers, great video!

Technology? Yes, but familiar

I was curious about some real technical innovations. What I found was the same 40.2 MP X-Trans CMOS 5 HR sensor as in the X100VI. And the same X-Processor 5 , which we also know from the X-T50. Don't get me wrong—both are solid and powerful. But there's absolutely nothing new here .

Even the 6.2K video function is cropped and seems more like a marketing gimmick than a true game-changer. The continuous shooting rate? No surprise there either: 8 fps mechanical, 13 fps electronic – that's familiar. What you don't know is a truly unique selling point of the X-E5. Because it's missing.

Finally IBIS – but without weather protection?

Yes, the X-E5 is the first E-series camera with integrated IBIS. That's great – especially for street photography, travel, and low-light photography. But what good is a stable image if I have to pack up my camera again in a light drizzle?

No weather sealing. No top-of-the-line EVF. No tilting display. Simply incomprehensible for the price.

Price and positioning: Why exactly?

And now to the point that really concerns me: $1,699 (body only) for what is essentially a redesigned X-T50?
Fujifilm is releasing a model that costs more than other X models with better features – but without any real progress.

Honestly, I love things that look good. That's exactly why I build my camera straps with premium designs and materials . But good design alone doesn't justify a premium price—especially in photography, where the combination of feel and function is key.

Who should buy this camera?

For me, it's clear: The X-E5 is aimed at people who celebrate the Fuji feeling—the look, the feel, the film simulations. They might want to upgrade from the X100V, but work with an interchangeable lens.

But for people looking for maximum performance for their money—whether in terms of video, ergonomics, or features—the X-E5 is n't the best choice . A used X-T4, an X-T5, or even an X-S20 would make much more sense.

My conclusion – honest and direct

I don’t want to create a bad mood – but I’ll be honest:
The X-E5 looks beautiful, no question. And it will likely sell well. But it doesn't feel like a new chapter—more like a throwback. A lovingly crafted rebranding. More aesthetic than ambition.

Fujifilm had a chance to bring something truly fresh here. Instead, they've mostly recycled their own hardware—and hoped we'd all be dazzled by the body.

Will that work? We'll see. (I'm still hoping for an X-Pro4) ;)

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