movember 4

Stora Hotellet

Some places should be celebrated, in this case why not do it through a fashion editorial. Storal Hotellet is a boutique hotel in Umeå, Sweden which is cozy, classy and oh so cool.

During my fall trip to Sweden I had the chance to stay there again and shoot some frames with two amazing Swedish models. Andreas has the most epic beard and it fits perfectly with the vibe and the movember feel, and Vicky is so sweet she actually ties the whole thing together in the most Wes Andersonian way possible.

Location, Stora Hotellet Umeå, Sweden.

Clothes by Raul Ozuna and Ivana Helsinki, Accesories by Lusasul and Marita Huurinainen

Front Desk


Princess 3

Movember 1

movember 4

princess 5

Movember 2

Princess 1

movember 3

movember 5


Model Andreas Roth and Vicky (Sweden)
Photos and Styling Beto Guzman Abundes

Toyland 3

Babes in Finland

Wintertime is most often associated with Christmas, toys and fun so why not take fashion and make it part of an irreverent tale inspired by the 1960’s and 1970’s Holiday movies like “Babes in Toyland” “Chitty Chitty Bang Bang” and “Willie Wonka and the Chocolate Factory”.

From the toy wooden soldiers to the over-the-top fur wearing villains we can agree that these classics were full of color and a strong character that made the films the classics we know today.

This is also the first time I shoot with Mexican brands in Finland, of course with some Finnish favorites like Ivana Helsinki and the new ethic fur company Marita Huurinainen (Yes its fur but its only animals who are run over or hunted for food rather than those horrible fur farms)

Here are some pictures, I landed last night after some 20 hours of travel so the rest will come later today.

All pictures shot by me with the help of talented young fashion design students of NOVIA in Vaasa, either in makeup hair or modelling.

Clothes by Raul Ozuna, Ivana Helsinki
Accesories by Lusasul and Marita Hurinainen

Location: Vaasa, Finland


Vasa 3

Vaasa 7

Vaasa 2

Vaasa 6

Vaasa 4 test

Vaasa 5

Vaasa 1


toyland 4


Beto Guzmán Abundes – Styling and Photography
Annina Vana -Model
Julia Holmqvist -Model
Niina Rahko – Hair (Annina)
Mira Luhtala -Makeup (Julia)
Maria Kalliokoski – Styling Makeup and hair. Makeup on Annina
Jessika Carlsen – Hair (Julia)

Wonderland - Humpty Dumpty


Alice of Wonderland is one of the best known fables around, I had already done an Alice in Wonderland Inspired shoot, that time it was just Alice in an R/H Mickey Dress… This time I went back to Wonderland and tried to bring to life (Fashion Life at least) the other characters who made this story so eerie, cool and inspiring for multiple generations.

For this Editorial I used the amazing designs by the Mexican Designer Raul Ozuna.The pieces in this Editorial are not just amazingly comfortable and wearable, they are the showstopping element that made the pictures pop without making it look too theatrical but instead oh-so-fashionable. This is a that feels so young, hip and smooth… it is also quite nice to see some characteristics which we usually only see in Nordic design….this brand makes me a firm believer that Latin American Fashion is ready to take its place with the big boys (and girls) in Europe.

All clothes courtesy of Raul Ozuna

Wonderland - White Rabbit

White Rabbit

Wonderland - Tweedle Dee & Tweedle Dum

Tweedle Dee & Tweedle Dum

Tweedle Dee

Tweedle Dee

Tweedle Dum

Tweedle Dum

Wonderland - woods

Wonderland - The Mad Tea Party

The Mad Tea Party

Wonderland - Cheshire Cat

Cheshire Cat

Wonderland - Mad Hatter

Mad Hatter

The Caterpillar

The Caterpillar

Wonderland - Spade

The Spade

Dark Tweedle Dee and Tweedle Dum

Dark Tweedle Dee and Tweedle Dum

Wonderland - Humpty Dumpty

Humpty Dumpty

Wonderland - Mad Tea Party

Merry, Merry Un-Birthday

Wonderland - Garden Flowers

Garden Flowers

Wonderland - Tweedle Dee and Tweedle Dum

Tweedle Dee and Tweedle Dum

Clothes: Raul Ozuna
Photography and Styling: Beto Guzmán Abundes
Photography Assitance: Gaby Urrutia
Models: Mario Alberto Leal (Mexico) & David Strasser (Austria)


Sommar i Finland

Summer is finally here and so are the festivals, fashion follows trends but the weather dictates the mood. For this photoshoot I used pieces from R/H for Karhu and a couple of my own original designs, accesories as always by Ninja Finland, enjoy.











Ciudad de las Montañas

First full editorial in Mexico and also my first with R/H clothes abroad. The rugged and rebellious landscape fits perfectly with the bold prints from R/H… summer is around the corner in Finland and midway already in Mexico.

My model here is a gorgeous Russian exchange student in UDEM and we shot in Monterrey, Mexico.

Clothes: R/H the Label 

This editorial also includes a necklace by Banjo & Bone from New York and my first tee (designed for guys, but couldn’t resist using it).

Photos: Beto Guzmán Abundes (Mexico)
Model: Anna Ivanova (Russia)