Hasselblad’s X System changed digital medium format photography forever, and to celebrate that feat, Hasselblad turns to the photographers that use these tools to execute their creative visions. To highlight the innovative work of these visual creatives around the globe, Hasselblad introduces Hasselblad X You, a photo competition for long time and new X System photographers to showcase what they can create with their X1D-50c or X1D II with a focus on the story behind their image and artistic process.

At the core of Hasselblad are the content creators, storytellers, artists, adventurers, and urban explorers that use these photographic tools to bring their vision to life. Eager to know what X System photographers around the globe capture with their gear, Hasselblad X You gives these artists the opportunity to be featured alongside other global creators recognized by Hasselblad, including Flora Borsi, Anna Devís and Daniel Rueda, Daniel Mercadante, Swee Oh, and Isabella Tabacchi. As inspirational spotlight features for the competition, they stand as examples of the quality and imaginative breadth of what Hasselblad tools can achieve. Hasselblad X You call for entries opens 17 September 2019 and closes on 6 December 2019 at midnight CET. Throughout the competition, various previously recognized Hasselblad artists will be showcased as honourable mentions to continue highlighting inspirational X System photographers alongside weekly winners. Weekly winners will be selected by an internal Hasselblad jury and have their image and story showcased on Hasselblad channels. These weekly winners will be awarded an XCD Lens and camera accessories from competition partners Peak Design and PolarPro. Among the weekly winners, a grand prize winner will be selected by Hasselblad and an external jury of recognised Hasselblad photographers and announced on 17 December 2019. The grand prize winner will receive a trip to Gothenburg, Sweden where they will be invited to tour the Hasselblad headquarters and see where the cameras are made, along with a guided visit to the Hasselblad Foundation and Hasselblad and the Moon permanent exhibition at the Gothenburg Museum of Art. In celebration of the 50 Year Anniversary of the Moon landing, which enabled Hasselblad to be the first camera on our lunar surface, the grand prize winner will receive their own 907X Special Edition camera at the Hasselblad factory, in addition to further prizes from Peak Design and PolarPro. Read more about how to enter Hasselblad X You and all rules/regulations here.


Founded in 1941, Hasselblad is one of the leading manufacturers of digital medium format cameras and lenses. True to its Scandinavian heritage, Hasselblad cameras are renowned for their iconic ergonomic design, uncompromising image quality and extremely high performance. For over half a century, Hasselblad cameras have captured some of the world’s most iconic images – including the first landing on the Moon – and helped shape the way we look at the world through genuine photographic artistry. Trusted by NASA and used by some of the greatest photographers in the world, Hasselblad continues to develop products that enable all types of creatives to capture their artistic vision.

Hasselblad’s H and X Camera Systems and their superb range of medium format lenses fuse innovative technology with precision mechanics, delivering exceptional imaging experiences for every sort of photographer. The highly professional H System, with its latest line up of the H6D-50c, H6D-100c and H6D-400c Multi-Shot, offers the ultimate image quality and resolution with 50, 100 and 400-megapixel solutions. The more portable X System easily enables bringing medium format photography outside of the studio with options that include the world’s first compact mirrorless digital medium format camera – the X1D-50c – followed by the second generation X1D II 50C. Combining the CFV II 50C digital back and 907X camera body, Hasselblad’s photographic history is connected, bringing the X, H, and V Systems together in a portable, sleek package.

Headquartered in Gothenburg, Sweden, Hasselblad is a global brand with offices in New York, London, Tokyo, Paris, Copenhagen, Hamburg and Shenzhen with distributors located throughout the world.


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