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Picturing Paris

As Paris Photo 2025 gets underway — an international celebration of the art of photography — we spoke to the event’s director, Florence Bourgeois, and Hélène Briand, Head of J.P. Morgan Private Bank France, about its cultural significance, the changing nature of visual art and the shared values behind our partnership

With iconic sights and pioneering heritage, it’s little wonder that France has maintained an illustrious reputation as a global hub for photography. Its cosmopolitan capital continues to inspire countless artists, attracting talent from across the world. After all, this is the country that helped define the medium; Nicéphore Niépce’s Point de vue du Gras, the world’s oldest surviving photograph, was taken here around 200 years ago.

“Our own relationship with France dates back over a century,” begins Hélène Briand. “J.P. Morgan opened its Paris office in the early 20th century, and since then we’ve built deep, trusted relationships with French families, entrepreneurs and institutions.”

Over that time, the art of photography has grown to become a natural extension of the country’s cultural scene. “Photography is deeply woven into France’s historical fabric,” says Florence Bourgeois.

It was this strong foundation that underpinned the establishment of Paris Photo nearly 30 years ago. Since then, the art fair has grown into a world-renowned destination event for creatives and curators alike, becoming more than just a date in the city’s calendar.

For 2025, this means over 220 exhibitors from 33 countries, including many first-time participants from regions such as Dubai, Jeddah and Poland.

New voices

“Supporting emerging voices is crucial to renewing the medium and ensuring its continued vitality,” notes Florence. “The fair is structured into curated sectors, which help us to expand the boundaries of photography, introduce new voices and question established narratives.”

Moreover, this approach reflects the growing interests of next-generation wealth in France. As Hélène testifies, “many heirs and rising entrepreneurs are passionate about supporting new talent, and are redefining philanthropy and investment priorities. They’re interested in impact investing, sustainability and supporting creative industries — areas where private banks can offer tailored guidance.”

French connections

As well as its international dimension, the event has hosted the Elles x Paris Photo program since 2018. Created in partnership with France’s Ministry of Culture, it highlights the role of women photographers in historic and contemporary practice.

“This initiative has doubled their representation at the fair, from 20% in 2018 to 39% in 2025,” says Florence. “It has become an essential part of Paris Photo’s identity and its contribution to equality in the sector.”

Hélène agrees on the importance of recognising this shift. “Women are increasingly shaping the future of wealth in France, whether as entrepreneurs, inheritors, or decision-makers.”

Beyond championing these changing voices, Paris Photo has not lost sight of the rich heritage that brought it into existence. “Nearly a quarter of exhibitors are French,” Florence shares. “This balance allows Paris Photo to be an international platform for dialogue, while reflecting France’s enduring role in the history and future of photography.”

The future in focus

Photographic art has developed dramatically since the days of Point de vue du Gras. From the emergence of digital photography to the dawning of computer-generated imagery, technology offers both challenges and immense opportunity for the future.

“The rise of AI and digitalisation is shaking up the art world in some really interesting ways,” opines Hélène.

“It enables artists to create works that were previously unimaginable, such as algorithm-driven installations and interactive pieces. This is expanding the definition of art and attracting a new generation of collectors who are excited by innovation.”

Paris Photo has again embraced this evolution, curating a specific sector in 2023 to create bridges between heritage and pioneering technologies.

“The ‘Digital’ sector explores how practices expand beyond traditional boundaries, and integrates AI, generative processes and networked images,” explains Florence. “By opening this space, we act as both guardian of tradition and catalyst for new cultural and technological explorations.”

A proud partnership

Embracing a global outlook while understanding local nuance — and valuing heritage without fearing the future — are philosophies that resonate. “This blend of history, local expertise and global reach is what makes France so important to us as a firm,” suggests Hélène.

“What’s more, art finance is a sophisticated way to make collections work harder. It provides liquidity, defers taxes and supports long-term wealth goals, all without sacrificing the cultural and emotional value of clients’ art.”

On top of these practical foundations, J.P. Morgan’s long-standing commitment to the art of photography has helped build an enduring partnership with Paris Photo.

“The presence of partners such as J.P. Morgan, whose photography collection is one of the most significant internationally, is testament to the fair’s central role as both a marketplace and a cultural meeting point,” notes Florence.

2026 will mark the bicentenary of photography, and while it’s an extraordinary moment to reflect on two centuries of invention and innovation, it’s also a renewed opportunity to think ahead and picture where the future can take us.

As Hélène predicts, “whether it’s through technology, new voices, or powerful storytelling, the medium is evolving — and there’s never been a better time to be part of it.”

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