The Nordic Outpost – Imperial Valley Collection pt.1

So its been a long time since I started the fashion project. First in Vaasa then in Monterrey but this winter it’s finally launching. This is the first part of the collection which I entitled the Imperial Valley.

The collection is inspired in Rugby, Ivy League Schools and Nordic habits.

Fabric is a blend of Cotton and Polyester, a throwback to the 1980’s 50/50 t-shirts. Hoodies are coming and they will be in Jersey and ultra thick cotton.

Clothes: Imperial Valley Collection Winter 2017
Photography and Design: Beto Guzmán Abundes
Model: Maikel Viedma


Starships ft. Yoav Shavit & Ivana Helsinki

We travel, we experience, we contemplate and we create… this past week I had the wonderful opportunity to do so and shoot an Editorial where I took design from my adoptive home and married it in my own particular way to amazing local Israeli Design.

By mixing Nordic and Israeli design I wanted to showcase Nordic Melancholy and the roughness and drama of the landscape.

With dim lights and under the impending light of sunrise we shot the amazing wooden lamps that Yoav Shavit had brought and an Ivana Helsinki Dress I had brought from Helsinki.

With the help of our model and poet Hadas Gilad we managed to capture the shapes and lines in what had once been a green spot in the center of Tel Aviv… a place that had been consumed by fire was now the setting for a temporary affair between Nordic and Israeli design.

As always my viewpoint reflects my mood and this was of awe of the amazing experience this trip was, i wanted to create something beautiful and wild that would show this new fascination for mixing and matching Israeli and Finnish Design, hope you enjoy it as much as I enjoyed shooting it.

Lobster Lamp, Manta Lamp and Organix lamp by Yoav Shavit Studio.

Dress by Ivana Helsinki

Model: Hadas Gilad

Photography and concept: Beto Guzmán Abundes

Editorial Assistant: Alex Purtov

Location: Tel Aviv, Israel

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A poem by Hadas Gilad.

בְּלֵית בְּרֵרָה הֵמַרְנוּ עֲרָכִים
בִּמְקוֹם אִטִּיּוּת וַהֲנָאָה
הִצַּבְנוּ יְעִילוּת בְּרֹאשׁ הָרְשִׁימָה.
לֹא שֶׁהֶאֱמַנּוּ בַּזֶּה
נֶאֱלַצְנוּ לְהִכָּנַע וְלָרוּץ
כָּל אֶחָד עִם כֵּלָיו הַכְּבֵדִים
פַּטִּישׁ, מַטְלִית לַחָה, רִשְׁרוּשׁ דַּפִּים.
בְּתוֹךְ תּוֹכֵנוּ תָּמִיד יָדַעְנוּ
שֶׁבְּהִיָּה הִיא מַעְיָן זַךְ
אֲבָל מַפֹּלֶת סְלָעִים
הֵסִיתָה אֲפִלּוּ אֶת דַּעְתֵּנוּ.
אֲנַחְנוּ נִזְכָּרִים לִפְעָמִים
בַּלֵּילוֹת שֶׁלֹּא רָטַט מֵעֲלֵיהֶם מִכְסֶה הַבֹּקֶר
בַּמֶּרְחָק שֶׁעָמַד בֵּין הַשְּׁכָמוֹת
כְּשֶׁכַּף יָד הָיְתָה נְטוּלָה בְּתוֹךְ כַּף יָד
בַּבִּטָּחוֹן הַשָּׁקֵט שֶׁהָאֲחֵרוּת שֶׁלָּנוּ
הַמַּבְדִּילָה בֵּין אוֹר לְחֹשֶׁךְ
תּוֹשִׁיעֵנוּ מִכָּל צָרָה.
אֲנַחְנוּ עוֹצְרִים מִדֵּי פַּעַם
כְּדֵי לִכְבֹּשׁ לָנוּ רֶגַע
עוֹשִׂים טֶלֶפוֹן מִתַּחַת לָעֵץ
סוֹחֲטִים מִיץ תַּפּוּזִים
מְלַוִּים בְּמַבָּט צִפּוֹר עָפָה

At Flight
We were coerced to exchange values
To replace slowliness and joy
With efficiency
Not that we believed in it
We were forced to yield and run
Each with his own heavy tools
A hammer, a wet wipe,
The shifting of papers
Deep inside we’ve all ways known
That gazing is a fountain of clear water
But tumbling rocks
Distracted even us.
Sometimes we recall
Nights without the teetering morning lid
The gap between the blades of the shoulder
When hand was at another hand
The silent certainty that our difference,
That suppurates light from dark,
Shall savior us from all evil.
We stop
Here and there
To concur ourselves a moment
Making a phone call under a tree
Squeezing orange juice
To follow the flight
Of a bird


Kalevala buddy gemmi

Old Hollywood Style meets Finnish Design ft. the Kalevala Buddy & Gemmi

Helsinki Design Week is here and BiiSafe and Kalevala Innovation Lab from Kalevala Kore presented their first collaboration, the Kalevala Buddy. The Kalevala Buddy is an amazing new luxury gadget that will help you keep track of your things, track your activity and keep your belongings safe.

We shot an editorial for the occasion in the amazing Klaus K Hotel in the heart of the Helsinki Design District. The style for the occasion called for something old (in this case an inspiration from Elizabeth Taylor’s Classic Hollywood days) and something very new, in this case the amazing designs by Kalevala and BiiSafe Buddy.

Fur is a symbol of luxury and style and the hotel was the perfect setting to show that our world is modern and filled with technology and design, a new gold period for Helsinki as slowly tech and fashion merge together.

Helsinki Design Week being the most important Design and Fashion event in the country was the perfect excuse to present a new luxury, a new vibe through our amazing model Maï who herself came from Paris to live in Helsinki.

We hope you enjoy the editorial and make sure you check the new Kalevala Buddy Designs from BiiSafe which will be available on November 2016.

Special thanks to all involved in the shoot and Gemmi and the Klaus K Hotel.

Kalevala buddy gemmi Kalevala buddy gemmi Kalevala buddy gemmi Kalevala buddy gemmi Kalevala buddy gemmi Kalevala buddy gemmi Kalevala buddy gemmi Kalevala buddy gemmi Kalevala buddy gemmi Kalevala buddy gemmi

Model: Maï Soreau
MUAH: Mira Luhtala
Clothes: Gemmi
Jewelry: Kalevala Buddy by BiiSafe and Kalevala Innovation Lab
Location: Klaus K 
Editorial assistant: Alex Purtov
Photos and Concept: Beto Guzman Abundes



The Vinyl Vikings ft. Jorge Ayala

The spirit of adventure is dwindling in our times, there are no longer far away lands nor distant cultures we cannot be in touch through the internet, social media or regular media. Coming from Mexico we see the Nordics as exotic and far away but now being here I see how we are both perceived as exotic and colorful for them too.

For this Editorial I had the great pleasure of using the creations of Jorge Ayala, one of Mexico’s top fashion designers and indeed one of the most groundbreaking ones due to his use of color, shapes and an interpretation of modernity and urban styles that we don’t often see in Mexican Fashion.

Jorge Ayala is a Paris based brand and as such it serves as a cultural ambassador to Mexican culture abroad, as we all do as artists far from home. This Editorial is a mix of influences, a bit of Nordic and some American pop, but the distinct Mexican colors brighten not only the shot but bring vitality to the worn up concept of Vikings.

The Vinyl Vikings as I dubbed the editorial is a mix of 1990’s influences, super-model era power shots and a playful approach to sensuality in a very urban style.

With the help of Mira and Miila we got an amazing modern twist on the Viking braiding and war paint and our models could have not been better suited to bring this 90’s style Viking twist to life.

Hope you enjoy it as much as we enjoyed shooting it this past weekend here in Helsinki, Finland.



Benito Santos by Chingatumoda

The Runaway Mermaid ft. Benito Santos

Summertime is in full swing and it is time to give Nordic Design a break and go back to my roots, that’s why the last summer editorials will feature Mexican Design. A mix of Nordic and Latino influences, lets see how this goes, first up the amazing Benito Santos!

This first Mexican Design Editorial features Benito Santos, one of Mexico’s top Fashion Designers, he dresses celebrities, socialites and even the first lady of Mexico and Miss Universe!… he is also one of the best-known fixtures  at the Mercedes Benz Fashion Week Mexico , so we were totally psyched doing this Editorial.READ MORE