Reto Sterchi of West Hollywood on Life, Lessons & Legacy

We recently had the chance to connect with Reto Sterchi and have shared our conversation below.

Reto, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What is something outside of work that is bringing you joy lately?
Woodwork. I love it so much. I missed working with my hands. There is nothing like coming up with an idea for a shelf or a small table, then deciding on the form and function and selecting the wood (I work with driftwood and found wood). The making of it is never an easy and straightforward process but one with mistakes and dead ends. The entire process fills me with joy. Looking at the finished product feels uniquely special.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m a visual artist who specializes in portrait photography. With every portrait, my goal is simple: to bring out who someone really is. I enjoy coming up with visual ideas and then working with a team to make them happen on set. It’s a playful process, a chance to experiment, collaborate, and let go of fear and worry.

Most people walk into the studio feeling a bit tense or unsure, like they’re at a doctor’s office. My job is to put them at ease, guide them through the process, and show them that a photoshoot can actually be enjoyable. So far, no one has ever left unhappy.

Great, so let’s dive into your journey a bit more. What did you believe about yourself as a child that you no longer believe?
I’m still learning that everything is possible and there are no limits for what can be achieved. There is a big difference between saying it and really believing it. Despite my parents always supporting me and pushing me, growing up in rural Switzerland, there were no roadmaps about how to become an artist. The Swiss mentality discourages you from thinking outside the box. It wants to make you conform to their worldview and keep you small. I still rebel against small minds and authority because of it. I think most people who grow up in rural areas and outside of the business have that chip on their shoulder that keeps telling us “you are not worthy”.

When did you last change your mind about something important?
I think it had to do with the arrival of AI and the question whether it can be art. Everyone had the knee jerk reaction of declaring AI anti art. I began to really think about what art means, to me and arrived at the conclusion that anything declared art by anyone, is art. A text prompted and started with a human idea despite being made by a machine, is therefore art. I would argue that prompting teaches you to be a better overall artist because you have to clearly define what you want to make, you have to imagine it before you can make it.
Anyone can be an artist and make whatever they like. That’s the beauty in it – it’s variety is deeply human.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. Whom do you admire for their character, not their power?
All the people out there that speak out against cruelty, injustice and the spreading of fascism are my heroes. They stand up for the ones that need help and do the right thing. Anyone that does the right thing despite of what may happen to them – that is the definition of character AND true power to me.

Okay, so before we go, let’s tackle one more area. When do you feel most at peace?
The drive home after a shoot is the best feeling in the world. Everything stressful has vanished at least for that night. Anxiety makes room for euphoria. It’s a simple equation I’ve learned: Happiness means solving the right problems. The shoots are hard and scary and stressful, yet it’s exactly what I want to do because I have a specific skillset and its fun to use it. So it feels like fun solving the problems and I feel a sense of accomplishment after for the first few hours. The comes the post shoot blues but that’s another conversation…

Contact Info:

• Website: https://www.retosterchi.com
• Instagram: https://www.instagram.com/retosterchi

Image Credits
all images (c) Reto Sterchi