Sigma CEO Kazuto Yamaki explains the connection between the Sigma BF and Chanel No. 5 perfume

Photo: Richard Butler

Forget about technical specs. The most intriguing aspect of Sigma's newest camera, the BF, might be the philosophy baked into its name, which CEO Kazuto Yamaki says stands for "beautiful foolishness," reflecting a deliberate design philosophy rooted in Japanese culture and aesthetics.

Where did this concept originate? And how did a bottle of Chanel No. 5 perfume influence the camera's design? We explored these questions and more in a conversation with Mr. Yamaki in Japan shortly after the camera's launch.

On beautiful foolishness

"BF stands for beautiful foolishness, Mr. Yamaki explains. "This phrase was taken from the The Book of Tea, and the original phrase was ‘a beautiful foolishness of things.'"

He elaborates: "There are numerous things in the world, beautiful and ugly, useful and useless. In this context, the original implication of this book was to find beauty in seemingly worthless things, even though this world is judged good or bad based on a utilitarian value. That’s the spirit of the tea ceremony. The author wanted to explain that it’s a part of Japanese culture."

Sigma CEO Kazuto Yamaki celebrates in Yokohama harbor following the launch of the Sigma BF camera. Photo: Dale Baskin

The philosophy, Mr. Yamaki suggests, extends beyond appreciating the world to the very act of creating and using the camera. He sees the camera as embodying this principle in multiple ways.

"I took the phrase as having multiple meanings. First, I took it because I liked this phrase. Second, using the camera in daily life can be beautiful foolishness because everyone has phone cameras in their pocket. Third, this is somewhat self-mocking, but I thought that, in order to achieve the best feel, spending seven hours to machine an aluminum ingot to make a part is quite beautiful foolishness."

"Spending seven hours to machine an aluminum ingot to make a part is quite beautiful foolishness."

Essentially, the camera itself is slightly irrational. It's a product where meticulous, perhaps even excessive, craftsmanship contributes to its unique appeal. But that's not necessarily a bad approach when everyone else is off doing the sensible thing. After all, being different is what sometimes allows you to create something iconic.

Inspired by Coco Chanel

Hold the BF, and you immediately sense that the camera is something special, even if its design doesn't fit the way you personally use a camera. That's not an accident.

"When we started the project, there was an exhibition of Gabrielle Chanel in Tokyo," Mr. Yamaki explains. "In other words, Coco Chanel, she's the founder of Chanel. And, of course, the dresses from a long time ago were quite fascinating."

"But the most fascinating item for me was a bottle of the Chanel No. 5 perfume. It was from 1921. Very simple and minimal, but very elegant, although it's a hundred years old. At that time, I thought I really wanted to make a camera that has a timeless value like the Chanel No. 5 bottle."

A bottle of Chanel No. 5 perfume inspired Mr. Yamaki to create a camera with a timeless design. Photo: arz

While in pursuit of this "timeless value," Mr. Yamaki didn't involve himself directly in the design process.

"I did not [suggest] any of my ideas into the design because I trusted the designer. So I did not say anything about the design. I like product design in general, but I don't believe it's good for the CEO of the company to say something about the design. Sometimes, it confuses the designer."

The resulting design is a camera that isn't just unique. It's memorable. Just as Mr. Yamaki envisioned.

The joy of photography

Mr. Yamaki acknowledges the Sigma BF isn't intended for every photographer. It's about embracing the joy of photography and capturing everyday life in a way that brings you happiness. Beautiful foolishness, if you will.

"It's about embracing the joy of photography and capturing everyday life in a way that brings you happiness. Beautiful foolishness, if you will."

"It doesn't have to be BF, but once you have the camera, you try to find some beautiful scenes in your daily life. Maybe if you see the sunlight coming in, you see some contrast, and you want to take a picture with some kind of subject," he says.

"So if you have the camera in your hand, try to take pictures, and it makes our life more meaningful. Right?" he posits. "So I think of the BF as a simple minimum camera, which you want to bring anytime. It's a nice camera to be on the table at a restaurant or bar, and then you can take pictures with a nice thing. That's the BF."

Beyond BF

Mr. Yamaki proudly notes that Sigma builds all of its products in its hometown of Aizu, Japan, a fact Sigma has started to incorporate into its marketing message. Between his philosophy of beautiful foolishness and simple but elegant design, we're curious if he sees the BF as a way of sharing Japanese culture with users.

"I hope so," he tells us. "I would be happy if we could make a product that users can feel a 'Japanese touch' through, not only the design of the camera but also the quality of all of our products. We paid careful attention to every detail, which I believe is very Japanese culture."

Sigma's new product packaging balances sustainability with aesthetics. Photo: Dale Baskin

That meticulous attention extends beyond camera bodies and lenses to details like packaging.

While many companies in the industry have moved to functional but rather pedestrian-looking recyclable cardboard, Sigma has infused its newest product boxes with subtle elegance and style, balancing sustainability with aesthetics. It's a nuance, but the type of detail that matters at Sigma.

Mr. Yamaki's enthusiasm for his philosophy is both contagious and thought-provoking. Next time you go out to shoot, consider just capturing the beautiful foolishness of the world and life. Sometimes, it's best to metaphorically sit back, enjoy your cup of tea, and embrace whatever comes your way to find beauty, even in seemingly worthless things.