The New Cubans

Jean-François Bouchard’s cinematic photography illuminates the previously underreported youth culture of contemporary Cuba, revealing a polymorphic, intimate community in which personal expression and gender diversity are vivaciously celebrated. Texts include an interview with renowned photographer and former Vice photo director Matthew Leifheit and an essay by Cuban art critic Jorge Peré. The New Cubans showcases a Cuba few outsiders have seen or possibly even know exists. Amidst the countless hardships of life in Cuba and despite the present-day migration crisis, the younger generation of Cubans is shaping a new reality defined by nonconformity, gender diversity, and resilient creative expression. The New Cubans is a visual journey into this lesser-known Cuba, uprooting the cliché depictions of Cuban cigars, vintage cars, all-inclusive resorts, and Cold War echoes. Over recent years, an imperfect storm of global and local circumstances has reinvigorated Cuba’s creative and alternative subcultures like never before. Largely driven by the recent widespread Internet access and the relaxation of the embargo during the Obama administration, the younger generation has increasingly embraced global influences, while suffering from the dire economic context on the island. Due to Cuba’s strict COVID-19 lockdowns and renewed U.S. sanctions, few overseas visitors have witnessed this vibrant new reality. But Cuba also faces the largest migration crisis in its existence. In the past few years alone, hundreds of thousands of Cubans have left the country, many of them younger people. Many of the author’s subjects have since fled the island or intend to, making his photographs vestiges of rapidly vanishing social circles and moments in Cuban history. Comprising more than 150 intimate, revealing photographs over 256 pages, The New Cubans is augmented with profiles of the fascinating individuals who welcomed Bouchard into their world. The book also features an interview with NYC-based photographer Matthew Leifheit and an essay by Cuban-based art critic Jorge Peré. Devon Ruiz, the photographer’s close collaborator who’s a vivacious star in the nightlife and art scenes in Havana, contributes heartfelt text. The book’s ultimate aim is to reveal the lesser-known but vibrant Cuban inclusiveness, gender-diversity openness, and the lifestyles of the younger, connected Cubans who will shape the future of the island or leave it behind in search of new possibilities.