This Japanese brand, founded in 1945, cut its teeth producing parts for electronics companies and clock makers before launching its first self-made camera in 1953: the medium-format Pigeonflex TLR.

Olympus is now seeking to strike a deal to carve off the camera part of its business so that its brands - such as Zuiko lenses - can be used in new products by another firm, Japan Industrial Partners.

The participants later share their lush retro-looking snaps online – a trend a top Japanese camera brand wants to capture with its first new film model in two decades. ALSO READ: Fujifilm once ...