YinChao is known for his work as a famous fashion photographer in China. In 2008, he founded SUPER STUDIO, which is China’s top-level photography studio. Now it has developed into an art organization focusing on creativity, production, photography, video, and art exhibitions.
YinChao’s oriental and international photography style is widely recognized by top fashion media and celebrities. He has deep cooperation with many international brands. As the most active fashion photographer in China, his influence on fashion photography is immeasurable. In the early days, the media praised him as "a soul photographer.", “Open your heart to feel and capture the moment instead of relying on your eyes”, “He believes to capture a person's inner world by photography”.
He can always bring lives to pictures which is the invariable style in his variable artworks. In the numerous works of YinChao, apart from the profound characterization of the people, they also contain his inheritance of Chinese local culture and the artistic concept of “Zen”(禅).
YinChao doesn't think photography is only a job. Through photography, he conveys his attitude towards life, fashion, affection, love, friendship, everywhere and everything in the world. YinChao hopes his works can make the audience feel the power and love to acquire inner peace.