10horses by Per Zennström, on Tumblr


Per Zennström, contemporary photographer, filmmaker, on-line publisher, creative director and blogger, has always been attracted to the facets of fashion photography: popular culture, the creation of image, the quest for new ideas, and a business that always exists in the present. Pop-culture with all it’s sometime conflicting facets plays an important role in his creative universe, be it film, design, the “business” itself, the web 2.0, new digital media and techniques and so on… Thriving on the ephemeral and fleeting aspects of this sometimes fickle environment he tries to turn these “limitations” into opportunities. He began calling himself a photographer in 1992 when he moved to Paris. Before that, however, he had already studied at the School of Photography at Göteborg University, worked as master photographer Björn Keller’s assistant, and done freelance assistance work in New York for several years—as an assistant to Steven Meisel among others… Per was active shooting in Paris for 13 years, with assignments for all the big clients, like Dior, Guy Laroche, Nina Ricci, and Absolut Vodka. He moved back to Stockholm in 2005 but quickly continued on to the vibrant art capital Berlin in 2008.

Per Zennström’s editorial clients include: Tush, Feld Hommes, Qvest, Quality,Vanity Teen & Bon… Among his  commerical assignments are campaigns for Dior, Nina Ricci, Guy Laroche, Absolut Vodka, MKK, Görtz17, Stephan Boya, Marc Aurel, Tom Tailor, Venice Beach, Yalook,  So Popular, Numph, S:t Emile, Schwarzkopf, Lick My Label, Toni & Guy, Velour,MQ, Åhlens, and Ouí.

His distinctive trademark is the chic with a somber undercurrent. He calls it “Edgy Elegant,” a precise description of
 photography that is both sophisticated and incisive. It’s a look that Per Zennström is aspiring to which means a dose of classic fashion photography + a twist to give it a special edge. “If the girls look beautiful You can do almost anything after that”

Currently based in Berlin (+Stockholm), where he thrives on the unique, cosmopolitan and decidedly urban atmosphere… Per launched a successful blog 10horses in 2008 and is also the Publisher and Creative Directorof the on-line, pop-cultural magazine 11horses which is emerging as an influential go-to destination & reference and is also sought after as a vibrant and enthusiastic speaker/teacher high-profile photoschools such as Fotoskolan sthlm & Berliner Teknische Kunsthochschule

Paralell to his commercial & editorial work Per Zennström is pursuing his own pop-cultural projects such as:

Xposed Edition #1  Multi.-Media show & “soirée privé 

Selected Views “Favourites” during ADC Frankfurt     

"BerlinBlue" by Per Zennström One man show, video and print

"Qompendium Time Capsule featuring ManyStuff" Groupshow, Multimedia 30 invited artists, curated by Kimberly Lloyd

BrokenGlass” Individual show, Multi-Media Installation + ArtistsBook In collaboration with Swedish fashion brand Velour during Stockholm FashionWeek.

This is a Hardcore Magzine on-line project, process, sculpture and photography… Curated by Andy Simionato & Karen Ann Donnachi

Hasselblad Master Photographer” International Award by Hasselblad

Katarinas Sovjetiska Upplevelser” Video work, Limited edition DVD Short movie.


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