Zena Holloway, the daughter of an airline pilot, was born in Bahrain and raised in London, England where she learned to dive as a teenager. She left school aged eighteen and moved to Hurghada, Egypt where she qualified as a PADI Diving Instructor and began taking photographs underwater. She later moved to Grand Cayman and worked as an underwater videographer for Bob Soto's Diving.
In 1995 Holloway returned to the UK to qualify as a part IV commercial diver. She found work in the underwater film industry as a clapper loader and camera assistant on commercials, feature films, documentaries and music videos. In addition to this she trained entertainers for underwater performances. As a camera assistant she travelled to Tunisia and Uruguay for the Discovery Channel. Later, she filmed Great White Sharks in South Africa for the BBC. On assignment in Zanzibar she photographed octopus spear fishermen for National Geographic Magazine.
In 1995 Holloway travelled to Barbados to take underwater pictures of racehorses swimming in the ocean. The resulting images gained recognition from the Association of Photographers in their Annual Awards. In 1998 her photography of babies swimming underwater won silver at The Royal Photographic Society and led to many photographic books on the subject.
Holloway has photographed a number of celebrities and sports personalities underwater including Andrea Berg for the Atlantis album, Justine Suissa from Above & Beyond, Katie Price, Tulisa Contostavios, Keri-anne Payne, Rebecca Adlington, Deco, Rita Ora, Tom Daley, Jessica Hardy, Tyler Clary and Amanda Holden.