GOSEE CREATIVES TO WATCH: Jean-François Bouchard, Photographer & SID LEE Founder, Launches ‘THE NEW CUBANS’ at Paris Photo and Perrotin Store NYC
Jean-François Bouchard’s cinematic photographs shed light on the often overlooked youth culture of contemporary Cuba, revealing a polymorphic community that vibrantly celebrates personal expression and gender diversity. Amid the hardships of life in Cuba and despite the ongoing migration crisis, the younger generation is creating a new reality defined by nonconformity, gender fluidity, and creative expression. ‘The New Cubans’ is a visual journey into this lesser-known Cuba, challenging clichéd representations.
Jean-François Bouchard is the co-founder of Sid Lee and was CEO for 25 years. Initially a side project for him during his long tenure in advertising, photography eventually led to exhibitions of his work in Montreal, New York, Paris, and Toronto. Several years ago, he decided to focus on his career as a visual artist.
Jean-François Bouchard on his project: “Careers often seem like straight paths, marked by a series of steps to climb, but they frequently take unexpected turns or sometimes come full circle. Mine has certainly done the latter. Before embarking on the epic journey of creating Sid Lee with my partners, I dreamed of being a photographer. I was deeply immersed in photojournalism for student newspapers and experimenting in the studio. However, I fell in love with design and transitioned to becoming a creative business entrepreneur. I have never regretted it, not one bit.
Now, decades later, I find myself back where I started—with photography. My studio is serendipitously just a few blocks away from Sid Lee’s original tiny loft! My new path as a full-time visual artist feels like a return to my roots: I’m once again learning my craft and hustling to create something from nothing. It’s both exhilarating and emotional to fully embrace this new career, especially as I prepare to release my new photography book, co-published by powerHouse Books (USA) and André FRERE éditions (France). I believe many of us often forget that it is okay to try new paths, take radical turns, or even return full circle to embrace old passions and give them another shot.”
Jean-François Bouchard’s book will be presented on 7 November 2024 at Paris Photo and on 15 November at the Perrotin Store in New York City. The first exhibition opened at the prestigious Blouin Division Gallery in Montreal on 30 October.
'The New Cubans’ features an essay by Cuban art critic and curator Jorge Peré, as well as an interview with Matthew Leifheit, a professor at Yale, photographer, and publisher.
https://www.jfbouchard.com
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