An imaging apparatus includes a display unit capable of performing through display for displaying in real time a captured image, a control unit configured to cause, while the through display is being performed, the imaging unit to capture a still image in response to an instruction for a shooting preparation and a subsequent instruction for a shooting operation, an image processing unit configured to apply a special effect for changing image quality in a set direction to the captured image subjected to through display, a detection unit configured to detect an orientation of the imaging apparatus, and a setting unit configured to set the direction of the special effect according to the detected orientation, wherein, during a period for which an operation input for the shooting preparation continues, the setting unit retains the setting of the direction of the special effect even when the detected orientation changes.