Le Tour De Bochic: Murad Osmann Talks About His Collaboration With Bochic

Le Tour de Bochic is the brand new ongoing collaboration between Murad Osmann and Bochic which began earlier this year in Hong Kong. The project consists of an innovative series of photographs of a girl posing in different places around the world in jewellery designed by the American brand.

I am sure Bochic, the bohemian chic style brand founded by David Aaron Joseph and Miriam Salat, needs no introduction (see here for an interview). The latest original jewellery to spring from their creative minds takes much of its inspiration from their muse, a woman the two of them met on their travels. This mysterious individual is something of a modern day Grace Kelly and is the perfect manifestation of a Bochic woman, a uniquely glamorous Amazonian woman obsessed with adventure and luxury.

Given the worldliness of the artists behind the Bochic brand, it makes perfect sense that they would form an artistic collaboration with social-media artist Murad Osmann, creator of the photo project #FollowMeTo. You have probably already seen his pictures of a girl striding forwards pulling a young man behind her; well, two years ago, David also stumbled upon this rapidly spreading phenomenon on Instagram and was taken in by the Russian’s visually rich images of his now wife, Natalya Zakharova, as the two of them travelled the world. As David puts it, Natalya indisputably embodies the spirit of the Bochic woman thanks to her impeccable taste and love of luxury.

Last time I was in Moscow I met up with Murad over a coffee to talk about his project and what it was like to be working with the American brand Bochic.

MO: Culture, diversity, history, architecture, unexpected takes on well-known tourist attractions or special hidden places that only the locals know.

KP: How did you meet David?

MO: These are all things we decide upon together. We liked the idea of Sri-Lanka, so we discussed it, went there and took the photos. Now we are in Hong Kong, and we are planning to go to Japan as well as heading back to India again. This project is our hobby. Unfortunately we cannot travel somewhere for a week or two at a time to take our photos, we have to do it on holidays or over long weekends.

KP: Do you think an original concept like this will help people see the brand in a new light?

MO: We have been, yes, but we have refused a lot of them. The most important thing for us is that the brand is interesting and has a bit of history, that we will work well together and that work will be interesting. I am mainly talking about people who run their own businessas opposed tobig commercial organisations.

Murad’s first photo exhibition for Le Tour de Bochic took place back in April in Hong Kong. The photos on show were taken in Russia, Georgia, Istambul and India. The location for the next exhibition is yet to be confirmed but you can keep up to date with new photos on Bochic and Murad Osmann’s Instagram profiles.

Photos are taken by Murad Osmann, courtesy of Bochic