A pop-up flash of a camera includes a slidable member mounted to a camera body, the slidable member being movable between a retreated position and an advanced position in front of the retreated position; and a flash unit supported by the slidable member to be movable between a retracted position, in which the flash unit is accommodated in the camera body, and a fully-lifted position in which the flash unit projects from the camera body. The flash unit moves from the retracted position to the fully-lifted position when the slidable member moves from the retreated position to the advanced position.