Meet Bochun Cheng | Artist & Fashion photographer

We had the good fortune of connecting with Bochun Cheng and we’ve shared our conversation below.

Hi Bochun, what was your thought process behind starting your own business?
Before stepping into the journey of visual storytelling, I was studying design. Since I was little, I have had a keen interest in images and have learned some techniques such as sketching. During college, I majored in industrial design and thought I had chosen the path I was passionate about. However, I later realized that although both pursuits aim for beauty, the aesthetic in design differed from my personal preferences.
After graduation, I had the opportunity to work in commercial photography studios. At first, I believed that visual storytelling was the sole focus. However, within Taiwan’s commercial photography industry, I witnessed the limitations of creativity. Drawing from my background in design, which primarily focused on aligning with customers’ experiences, and my experiences in the commercial photography field, I became more aware of the importance and value of personal creative thinking alongside technical skills.
As a result, I came to New York for my MFA in Fine Art at Pratt and explore my own artistic journey.
Following graduation, I had the honor to collaborated and chance to learned from renowned figures in the fashion industry. I worked with Irving Penn’s trusted assistant and the Creative Director for Calvin Klein, among others. Through these collaborations, I absorbed valuable knowledge and gradually developed my own preferred style. With a wealth of accumulated works, I not only engaged in commercial projects but also convince clients to embrace my unique style. Collaborating with these individuals further emphasized the significance of teamwork and appreciation for talented professionals. Consequently, I have now recruited numerous partners and established Baesthetic Visual Studio.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I often joke about being a neutral person. During my university years, I studied design, advocating for objective beauty in the commercial world. In graduate school, I focused on art and embraced subjective beauty driven by emotions. Growing up and pursuing education, I was influenced by Asian culture, while my professional journey has been shaped by American culture. This unique combination allows me to effortlessly navigate between the realms of business and art.

In contrast to typical fashion photography, which emphasizes the human element and garments, I prefer presenting every detail in a balanced manner. I focus on the harmony between objects in the frame, where each element plays a significant role. Studying MFA Fine Art at Pratt Institute exposed me to various artists who utilized different mediums for their art. During this time, I was influenced by German photography’s objectivism, the cinematic lighting of Gregory Crewdson, and the conceptual art of William Wegman. While my work often exhibits an objective approach, I also incorporate self-reflective topics from various periods, using surreal techniques to present them.

Straddling the worlds of fashion and art, I encountered instances during my studies where art professors disregarded fashion, while also hearing similar sentiments from the fashion industry towards art.

Throughout my journey, I often received comments that my work was too commercial to be considered fashionable and not artistic enough. At times, I questioned myself. However, when my works were selected for exhibitions, featured in various magazines, used as covers by ViewSonic, and recognized by former creative directors of Calvin Klein and fashion magazine editors, I realized how fortunate I have been. At each stage of self-doubt, I encountered individuals who appreciated my work, provided encouragement, and offered me opportunities to collaborate and grow. While accumulating a significant body of work, my strong adherence to my own style sometimes obscured the clarity of the products to be showcased in commercial endeavors, resulting in the loss of some clients. However, I have been gradually seeking a better balance between my style and client expectations, and I have come to appreciate the importance of teamwork and talented individuals. As a result, I have recruited numerous collaborators and established Baesthetic Studio.

Baesthetic is derived from the combination of “B” and “aesthetic.” “B” represents Bochun, symbolizing my own aesthetics. Additionally, being the second letter of the alphabet, “B” reminds me constantly that I don’t need to strive to be first but should never settle for being below second place.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I would take them away from the bustling city center, exploring without a set plan. If we encounter interesting people along the way, we would stop and chat, exchanging the stories, observing the intriguing happenings on the streets. I would allow everything to unfold spontaneously, without rigidly sticking to any preconceived plans.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
First and foremost, I am most grateful to my parents. Without their nurturing and support, I would never have had the opportunity to step foot in the Big Apple, New York. I am also deeply appreciative of the genuine friendships I have formed while living in New York. These individuals have consistently provided me with support and encouragement on my creative journey.

Website: https://bochuncheng.com/

Instagram: https://www.instagram.com/bochun.c/

Linkedin: www.linkedin.com/in/ bo-chun-cheng

Facebook: https://www.facebook.com/brian.cheng.3323