Contemporary photographer, on-line publisher, creative director and blogger, Per Zennström, 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...  Per launched the blog 10horses in 2008 and is also the Publisher and Creative Directorof the, pop-cultural magazine “11horses and is a vibrant and enthusiastic speaker/teacher at high-profile photo-schools such as Fotoskolan sthlm & Berliner Teknische Kunsthochschule