Juanjo Herrera24

Mexico´s Fashion Police Officer

The world of Fashion is not only runways, magazines or campaigns… its also an intricate set of connections, reviews and business operations. There are many who transcend these in the fashion world, but there is non other as cool and energetic as Mexico´s  Fashion Police host and fashionista Juanjo Herrera.

El Juanjo Herrera is known by industry people as well as by the casual fashionistas, those who might recognize him from his modeling career, telenovelas, or his early hosting duties at the Mexican MTV channel Telehit (which sucks right now tbh).. but he is way more than a pretty face, he is a very succesful businessman (with two Modelling Agencies under his belt, Bang Model Management and Wanted Management).

Juanjo´s dynamic personality brought him to the small screen years ago and has now made him part of the very succesful Fashion Police team on E! Enterntainment Television Latin America ( the Latin version of the late Joan Rivers´ iconic show).

It is important to stress that the show is not a watered-down version of the original, but a witty and sazzy mix of Latin humor and acid puns on the American formula which consists on judging how celebrities dress.

Next season we can expect more Fashion Police, a new show on E! and more groundbreaking model casting (he has some of Mexico´s top models under his wing including Issa Lish who on the Cover of the December Issue of Vogue Mexico… amongst other models  from his agencies who made the covers of other top publications this month).

Mexican Fashion aesthetic is changing and it is thanks to dudes like El Juanjo Herrera who are bold and unapologetic for their style….. I mean this dude pretty much ran away at 17  from the conservative town of Puebla (which I have no knowledge of, except for that fact they have a Volcano and a thing called Mole) ….made his way to the Capital and is now making waves in as one of Mexico´s top Fashion influencers through his Youtube channel, Shows and talent management.


Juanjo Herrera at Condesa DF

by Beto Guzmán Abundes

Juanjo Herrera5.2 Juanjo Herrera16.1Juanjo Herrera6.1Juanjo Herrera15.1Juanjo Herrera18 Juanjo Herrera10 Juanjo Herrera14.1

Juanjo Herrera9Juanjo Herrera22Juanjo Herrera3.2Juanjo Herrera13.1 Juanjo Herrera7.1Juanjo Herrera21Juanjo Herrera19.2

Black and White Karhu for R/H Sweater by R/H the Label (Finland)

Blue Vulture/Monkey Sweater and Brown Vulture Sweater by Haldin  (Finland)

Black and White Karhu for R/H Sweater by R/H the Label (Finland)

Blue Vulture/Monkey Sweater and Brown Vulture Sweater by Haldin  (Finland)

Accesories by Lusasul (Mexico) and the black/Red Fox hat by Marita Huurinainen (Finland)

Pictures and Styling by Beto Guzman Abundes

P.S. Special thanks to Hotel Condesa DF for letting us shoot in the premises

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)