The New Cubans, a photographic project by Jean-François Bouchard that became a book, challenges traditional stereotypes of Cuba, revealing a surprisingly authentic island far from the clichés of cigars, vintage cars, and all-inclusive resorts. Bouchard’s photographs capture an underrepresented youth culture, showcasing an intimate and multifaceted community where personal expression and diversity are celebrated. The book includes an interview with Matthew Leifheit, photographer and former director of Vice, as well as an essay by Cuban art critic Jorge Peré.

A New Cultural Reality

Global and local factors have fueled Cuba’s creative subcultures. Access to the internet and the easing of the embargo have opened the door to global influences, although the economic context remains challenging. COVID-19 restrictions and renewed sanctions have further limited foreign visits, making this reality little known outside the island.

Cuba is also facing the worst migration crisis in its history: hundreds of thousands of young Cubans have left the country, and many of the subjects in Bouchard’s photos have already left or intend to, making his images an important testimony.

Beyond the Clichés

The book reveals a Cuba that is inclusive, open to gender diversity, and connected to the world. This is the Cuban generation that, with its creativity, will shape the future of the island—or seek new opportunities elsewhere. With over 150 intimate photographs across 244 pages, The New Cubans offers a finally genuine snapshot of a surprisingly unknown Cuba.

Read also: Salome Gelashvili and the young women she portrays