BF. Beautifully Fun. Best Friend. Brilliantly Fast Camera from SIGMA.

SIGMA Corporation CEO Kazuto Yamaki explained that the name BF stands for Beautiful Foolishness. It comes from The Book of Tea, A Japanese Harmony of Art, Culture, and the Simple Life, written by Okakura Kakuzō in 1906.

The context of “foolishness” here is not negative. In juxtaposing Beautiful with Foolishness, both Kakuzo and Kazuto are elevating something that is normally functional to a level that is artistic, stylish, interesting and perhaps seeking perfection in imperfection.

This is not your father’s mirrorless camera. The SIGMA BF has 4 buttons and a dial. You operate these with your thumb to control the five things that matter the most: shutter speed, aperture, ISO, exposure compensation and look. The shutter release / record start-stop is on top.

February 24, 2025. 9 AM. The new SIGMA BF camera premiered at SIGMA Corporation’s worldwide headquarters in Kawasaki, Kanagawa. It’s an hour ride from Roppongi Hills—west, direction Mt. Fuji. read more…