We sat down with Sandro Sodano in London to discuss Sandro's journey as a photographer based in London working on editorial and fashion campaigns. Sandro studied and taught at St.Martins collage. He has worked in fashion, still life, interiors and advertising. Experiencing the transition from traditional analogue film to digital.A photographer originally from Wales and now based in London, shares his journey into photography, sparked by a striking childhood portrait of his mother that revealed the emotional power of images. Despite early discouragement from pursuing prestigious art schools like St Martins, he persevered, eventually gaining admission by following his own creative instincts. His career evolved from graphic design into photography through collaborations with figures like Alan Aboud and brands like Paul Smith, where a breakthrough Christmas campaign image led to global recognition. Sedano reflects on the unique opportunities photography has offered—from shoots in Kenya to nights out with Van Morrison—and emphasizes the importance of collaboration, humility, and creative authenticity in client work. While acknowledging the radical shifts in the industry with digital technology and the rise of influencer-driven content, he accepts these changes with perspective. His advice to young creatives: develop a unique visual language that reflects your own voice, and do the work for yourself—not for trends or approval—because that’s where lasting creative fulfilment lies.