BF stands for Beautiful Foolishness. The new SIGMA BF is also Beautifully Fun, Beneficially Fast, Bellissima Fashionista, Bravely Functional.

But in Italy, I am also called a BF. Buona Forchetta. The Good Fork. Someone who likes to wield a big fork over a fine meal. So named by Jacques Lipkau Goyard and Elisabetta Cartoni.

Here in Japan, Masako Misako calls me Film and Delicious Times. And so, BF the person takes BF the camera for a day of street and restaurant photography in Tokyo. Thanks to the wonderful crew of l’Atelier Robuchon for not evicting me while testing a pre-release BF camera in their beautiful restaurant and focusing on delicious food.

The camera is truly fun, fast, functional, fabulously foolish in the best sense of its backstory name: Beautiful Foolishness.

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