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Studio Private announces Mikaela Westerholm as Head of Image
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Studio Private has appointed long-standing collaborator Westerholm as Head of Image, recognising both her creative leadership and the changing role of image-making within fashion production.
Studio Private has appointed long-standing collaborator Mikaela Westerholm as Head of Image, recognising both her creative leadership and the changing role of image-making within fashion production.
Having worked with the studio for several years across campaigns for global brands like Louis Vuitton, Jean Paul Gaultier, Calvin Klein and Nike, Westerholm's appointment reflects a shift where retouching is no longer viewed simply as the final stage of production, but as an integral part of the creative process from the onset.
For Studio Private’s artists, image creation extends far beyond technical execution. Working very closely with photographers, brands and the wider creative team involved, Westerholm exemplifies this spirit, approaching every project with curiosity and an understanding of the intention behind the campaign, the brand and the nuances that define a successful fashion image.
“Fashion imagery is created by a team. Mikaela is someone who genuinely cares about the art of fashion and fully invests herself in every project. She is someone who wants to understand why an image exists, what it's trying to communicate and how every creative decision contributes to achieving that feeling. That level of engagement and passion is incredibly rare and made it very clear that her role went beyond a retoucher.” said Bianca Redgrave, Managing Director, Studio Private.
By seamlessly integrating emerging technologies with the timeless craft of photography and post-production, Studio Private continues to evolve its image practice while remaining rooted in fashion and luxury. Within this hybrid approach, Westerholm's role spans traditional retouching, image construction working closely alongside brands and creative teams, whilst ensuring new technologies can strengthen, not replace, the authentic craftsmanship behind every campaign.
As Head of Image, she will lead the studio's growing image department, bringing the stills and motion teams into closer collaboration across its work in fashion, art and technology. The appointment comes as hybrid workflows combining traditional photography, CGI and AI become central to how brands meet complex campaign demands without compromising creative integrity.
“The way we create images is changing incredibly quickly, but for me the most important thing has always stayed the same. Understanding the story a brand wants to tell and the vision behind that. Technology opens up exciting new creative possibilities, but it's the people behind the image, and the collaboration between them, that gives the work meaning. I'm excited to help shape that next chapter at Studio Private.” adds Westerholm.
Westerholm's appointment marks another significant moment in Studio Private's evolution as a multidisciplinary creative partner for global fashion brands. It reflects a wider shift across the industry where post-production teams are becoming embedded in the strategic and creative development of campaigns and not simply their delivery.
