Manuele Mazzetti

Creative production and studio leader with 20+ years' experience building and scaling fashion and e-commerce studio operations across the UK and EU. Specialised in translating brand vision into structured creative production systems that balance visual integrity with commercial performance. Proven track record of leading multidisciplinary teams, defining visual standards, and delivering high-quality content at scale across internal studios and external partner networks.

Currently exploring AI-assisted tools to support visual research, concept development and studio production workflows.

Director of Photography, Studio & Creative Production at SHEIN (2022-01 – Present)

Led the UK Photoshoot Department and end-to-end creative production operations across internal studios and the EU partner network, defining production strategy, resource planning and governance frameworks to support large-scale e-commerce and campaign delivery while safeguarding visual consistency across multiple brands.

• Directed a cross-functional creative department of 25+ (photographers, producers, stylists, HMUA, videographers), guiding both creative concept interpretation and large-scale execution across multi-channel content production — delivering 25,000+ fashion SKUs annually across multiple brands.
• Translated brand and commercial objectives into structured visual direction, defining storytelling, styling, and lighting standards that strengthened brand identity and supported scalable, high-volume production.
• Scaled studio infrastructure through multi-set expansion and structured capacity planning to support sustained commercial growth.
• Standardised visual guidelines and implemented KPI-driven production frameworks that improved on-time delivery and reduced reshoot rates — improving right-first-time output and operational predictability.
• Managed multi-million pound annual production budgets, UK & EU vendor networks, supplier negotiations and operational forecasting to support scalable, cost-efficient content delivery.
• Led feasibility and resource strategy for EU creative expansion initiatives and production partnerships.
• Contributed to the incubation of a premium-focused brand by elevating model pool standards, refining lighting and styling direction, and designing structured shot packages that enhanced brand perception while maintaining production efficiency.
• Established structured shoot governance (briefing frameworks, QC gates, sign-off processes) across studio and on-location productions, reducing reshoot rates and improving delivery quality.

Photography & Production Manager at SHEIN (2021-01 – 2022-12)

Established and scaled the London studio infrastructure during the rapid growth phase, building a multi-set facility from the ground up.

• Established and scaled the London studio infrastructure during the rapid growth phase, building a multi-set facility from the ground up.
• Recruited and developed the initial in-house creative team while expanding the contractor network to meet increasing production demand.
• Implemented scalable production systems that significantly increased shoot capacity across product categories.
• Designed structured workflows to support expansion across product categories and multiple concurrent teams.

Company Director (Statutory) at SHEIN Distribution UK Ltd (2022-02 – 2023-06)

Additional appointment as Company Director

Head of Photography at 100% Digital Studios (2017-01 – 2021-12)

Led the photography department across three studio environments, scaling the client portfolio from 500 to 800+ active monthly accounts while maintaining consistent quality, delivery standards and client retention.

• Directed multi-category e-commerce photography (fashion model, product, accessories, beauty, homeware), ensuring technical and stylistic consistency across all client outputs.
• Implemented automated post-production workflows, reducing turnaround times and enabling scalable output growth across a high-volume client base.
• Introduced enhanced QC frameworks that measurably improved client retention and satisfaction scores.
• Standardised lighting and shooting protocols to ensure repeatability and quality across high-volume production at pace.
• Developed and mentored team members, building internal capability while strengthening brand perception across diverse client segments.

Lead Photographer at 100% Digital Studios (2015-01 – 2017-12)

Led high-volume multi-category e-commerce shoots with technical precision and visual consistency.

• Led high-volume multi-category e-commerce shoots (product, model, jewellery, homeware), ensuring technical precision and visual consistency.
• Contributed to still-life and campaign concept development, supporting client brand positioning.
• Optimised lighting setups and shooting workflows to maintain output quality under tight deadlines.

Fashion Photographer & Creative Production at Freelance (2006-01 – 2015-12)

Shot campaign and editorial work for international fashion clients across Milan, Florence, and New York.

• Shot campaign and editorial work for international fashion clients, with work featured in Vogue Russia, Vogue Uomo, and NYT Style.
• Organised and produced studio and location shoots across Milan, Florence, and New York, collaborating with leading creative agencies on brand campaigns and advertising productions.
• Managed full end-to-end production — casting, location sourcing, art direction, crew coordination and post-production — across diverse markets and client briefs.

Photography Director Assistant at Jacaranda Studios (2005-01 – 2007-12)

Supported luxury fashion productions through lighting setup, equipment management and on-set coordination.

• Supported luxury fashion productions through lighting setup, equipment management and on-set coordination.
• Conducted lighting tests and collaborated with leading model agencies on portfolio development and test shoots.

Web Designer at Argonet (IT Consulting) (2003-01 – 2003-12)

Designed and developed client websites, gaining early expertise in digital structure and web-based content management.

• Designed and developed client websites, gaining early expertise in digital structure and web-based content management.

Professional Photography Specialisation in Photography – Milan (2005-01 – 2005-12)

Web Design and Media – Milan (2003-01 – 2003-12)