The Instax Square SQ40 Is a Retro Instant Film Camera In a Smooth Black Leatherette, And It Rules

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The days of disposable cameras and drug store 1-hour photos are long gone, but there’s clearly still a market for easy-to-acquire physical photos—i.e., instant film cameras. While Polaroid might’ve dominated the market of decades past, Fujifilm’s Instax series is the ubiquitous instant camera pick for those looking to hop into casual photography without using a phone or expensive digital camera.

You’ve definitely seen Fujifilm’s popular Instax Mini before—they’re distinctly colorful and compact, and they’re also shockingly affordable. They print 2- by 3-inch photos, with slight imperfections that make them feel charming and warmly nostalgic. But if you’re looking for an even more ’90s look for your instant photos, Fujifilm’s Instax SQ40 or SQ1—which print square photos rather than rectangular ones—seem to be the way to go.

The SQ cameras have wider lenses and come at a higher price point, and the SQ40 is considered the less colorful, more grown-up version of the SQ1, which has the same specs in a more kiddish package.

I’ve been a fan of the older Fujifilm Instax Mini 11 for years, so I had to get my hands on its newer, bigger brother to decide if these cameras were worth it, and just how much they differ from their predecessors. I spent four months toying with the SQ40, taking it along trips and snapping pics whenever possible.

Here’s what I think of the old-school leatherette SQ40.

What’s the Difference Between the Instax SQ40 and the Instax SQ1?

Don’t let the names fool you: the SQ40 and the SQ1 are identical inside, with the same lenses, features, and photo quality. The only difference between the SQ40 and the SQ1 is aesthetic.

Although the SQ40 is about the same size as the SQ1, the former is a more grown-up version with a black leatherette body as opposed to the pastel colors available for the latter.

Fujifilm has given the same treatment to the Mini 12 by introducing the Mini 40. Generally speaking, any Instax film camera ending with “40” indicates a premium, retro-tinged style.

Simple and Beginner-Friendly

The beauty of instant film cameras is that their learning curve only takes a few seconds—hand a stranger one of these and I guarantee they’ll understand how to use it after a minute or two.

This is especially true for the Fujifilm Instax Square SQ40, where turning it on requires a simple twist of its lens, and shooting a photo means looking through a viewfinder and pressing a single button. No manual focus, no toggling the flash, no additional tweaking: this camera is the very definition of point-and-shoot.

It runs on two CR2 batteries, too, so you can carry extras without having to worry about a dead camera.

In the last four months I’ve had this camera, my partner and I have been shooting photos at apple orchards, weddings, parks, gardens, and downtown. The SQ40 comes with an adjustable shoulder strap, so I can wear it around my neck, twist the lens, and shoot.

The Fujifilm Instax SQ40 lacks a self-timer, so I often ask strangers to snap one of my partner and I. I never have to explain how to use it, and the photos almost always turn out great. I do not doubt that a child could operate it. It’s that simple.

A Great Photo Size

Just like the Instax Mini series, the SQ40 can take 10 photos per film cartridge. The film loads into the rear of the camera by popping out its back cover, placing the pre-loaded plastic cartridge of film into its body, and closing the lid—no winding required. A small window reminds you how many exposures you’ve got left, and the photos print out from the top of the camera. Photos develop in around 90 seconds.

The SQ40’s film sheets measure 2.8 by 3.4 inches, while the photo area itself is 2.4 by 2.4 inches. They’re slightly larger than the Instax Mini’s photos but still small enough to tuck into your pocket.

If you’re on the fence about reaching for a Fujifilm instant camera over that of a competitor, consider the film’s availability. Fujifilm sells its Square film cartridges at most major retailers like Walmart and Target, meaning you’ll never have trouble finding extras, even if you’re in the middle of a road trip. Plus, film sheets are available in variety of colorful borders and exposures, like rainbow, monochrome, and marble, for more customization.

One pack of 10 exposures typically costs $15, but you can regularly find them on sale for much lower at Amazon or Target. This averages about $1.50 a photo, which is pricey compared to the Mini’s average of $0.75 a photo—especially when the Mini’s photo cartridges are typically sold in two-packs of 10, while the Square is only sold in single cartridges. But compared to another instant photo brand like Polaroid, or even the cost of printing film from a disposable camera, it’s still much more affordable.

Surprising Clarity

Let’s get this out of the way: I am not a photographer. I’m notorious for capturing people at their most awkward, blurry, and unflattering phases of living. But the Instax SQ40, thankfully, has an auto-focus feature that obfuscates my amateur mistakes, plus its viewfinder makes it easier to position that perfect shot compared to that of a phone screen (for me, at least) or digital camera. I’ve taken dozens of photos of friends and social gatherings that develop well-lit, crisp, and, thanks to the somewhat rough development process, charming.

Even when shooting at a wedding, I was able to grab some special photos of the bride and groom in their dark venue, all thanks to the camera’s auto exposure—a flash that’s permanently on. Motion doesn’t affect the photos too much, either, and some of my wedding shots caught dancers without blur.

Even if a few of my darker photos feature lights that appear as if they’re dripping away, the fuzz further adds to the charm. The photos the Instax Square SQ40 takes aren’t clear like those you might take on your DSLR or mirrorless—after all, a plastic lens and instant film only get you so far—but there’s an appeal in the imperfections of each shot.

The Instax Square SQ40 shoots its best photos in bright sunlight and well-lit spaces. Like with your phone camera, the more light available, the better the photograph, and for the Square SQ40—and all Fujifilm instant cameras, for that matter—sunshine and close range provide an optimal photo that’s both vibrant and clear. Of course, the inverse is also true: the less available light, the blurrier the results—but more on that later. For Instax photos, think disposable camera quality, but smaller, slightly smudged, and low fidelity.

I spoke with my colleague and resident camera expert Matt Crisara about the Square SQ40 and the Instax series overall. He’s convinced that the brand makes the best instant film cameras today, and doubly so after watching our test editor, Hunter Fenollol, review a batch of instant cameras himself. “Fujifilm’s Instax cameras are great because anyone can pick them up and capture those great moments,” he tells me. “Its film stock is also very forgiving, rendering a vibrant look without being oversaturated.”

A Small Selfie Mirror

Like the SQ1, the SQ40 features a selfie mirror to the side of the lens so you can point the camera at yourself and position it just right. To use the feature, all you have to do is twist the lens into “selfie” mode, which pushes the lens slightly further out so users can shoot pics from 11 to 19 inches away. While aiming the camera at yourself, you can see your reflection on the pinky-nail-sized mirror and line up the perfect shot. I haven’t had much luck using the mirror—it turns out I’m bad at aiming in general, plus it’s small—but the few selfie shots I have taken turned out okay.

Drawbacks

Inside is where the SQ40 suffers the most. Although the auto flash is always on, it’s not powerful enough to illuminate subjects more than two feet away. I’ve wasted a few film sheets taking photos of friends inside my apartment, with poor lighting causing my friends to look like they were sitting together in a cave and not on my couch. It also happened in a lowly lit museum—what should’ve been a selfie of me standing in front of a statue actually looked like Sasquatch running up behind me.

Grabbing an SQ40 over an SQ1 is also a hard sell, given that you're spending $20 more for an aesthetic choice. It does look good, though, and I’ve received several comments from onlookers who’ve seen me wearing it over my shoulder.

Fujifilm Instax SQ40, Reviewed

The SQ40 is an awesome camera for casual use and excellent instant photos, but it comes at a higher cost due to its black leatherette finish, despite its identical performance to the colorful SQ1. Its simple operation makes it easy to use and eventually master, while its compact body and shoulder strap give it high packability. The SQ40 may be a flashier version of the SQ1, but if aesthetics matter to you, it’s an excellent choice.

Instax Mini 12 Instant Camera

Instax Square SQ1

Now I-Type Instant Camera

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