The Hasselblad CFV 50 and 907X were conceived as a modern evolution of a true Hasselblad, designed to bridge past and present through a modular system that connects seamlessly with the brand’s heritage. The result feels unmistakably Hasselblad, merging iconic form and refined materials with a focus on simplicity and craft. It became a clear brand statement in a market dominated by the “feature Olympics”, standing apart through emotion and restraint rather than technical excess. By carving out a space where performance, form factor and design intersect at the highest level, it redefined what a premium medium format system could represent for a new generation.

Photo: Mads Alexander Selvig