1. Richard Avedon
It’s the name-the legend, that became a symbol of all modern photographers who delved into the fashion world. Acclaimed fashion photographers have been practising their craft from the early age browsing through Richard Avedon albums - one of the first and most talented lensmen. What is so different in Avedon’s work ethic? Principally, it is this idea that revolutionized the approach to photographing models. Avedon left enough room for them so they can feel free and revel in spontaneity. The ephemeral moments he managed to capture define his inimitable style. No wonder Avedon became the favourite photographer of Vogue or Harper's Bazaar editors as well as Marylin Monroe and Audrey Hepburn, who eagerly posed for him. In the 40's, he was the first to let his models dance and show various emotions, including uncurbed cry and laughter. His photographs showed the portrayed people in a completely new way that immediately reached the hearts of many recipients.
2. Helmut Newton
Fashion photography had become a way of life and work for Helmut Newton too. He is believed to be the greatest rebel and revolutionist in the world of this field. While Avedon introduced movement and emotion into fashion photography, Newton pioneered in a dose of sex appeal, which has been followed by a substantial wave of criticism and controversy. Newton thrived in the 1960s and 1970s, which is the time of the counterculture revolution. Sadly enough, part of his bold works depicting strong, emancipated women-vamps did not gain full acceptance in the society. Newton preceded the era of independent women by several decades, and his photographs are still up-to-date fifty years later.
3. Peter Lindbergh
Peter Lindbergh, late photographer who was particularly loved by 1990s supermodels, is the third on this list of acclaimed fashion photographers. Involved in fashion, Lindbergh portrayed the likes of Naomi Campbell, Linda Evangelista, Christy Turlington or Cindy Crawford - giving the birth of an era of supermodels. Fashion photography and Lindbergh himself characterise their pass to a mesmerizing career, as he was the first to bring out the maximum of beauty and natural femininity hidden in them.
4. Mario Testino
Modern-day fashion photography wouldn’t be complete without Mario Testino. He is a celebrity photographer, and there’s no exaggeration as he enjoys his fame for decades. Mario Testino has a knack of blending the spirit of old-age photography, represented by Avedon, Newton and Lindbergh, with a contemporary, even modern representation of fashion photography.
His images contain it all: sex appeal and perfect takes of attire elements. They also put the model on the pedestal and are strongly focused on fashion. Testino’s series of photographs including au naturel iconic stars clad with towels was one of the most talked about portrait projects in the recent years. Testino is definitely one of the most popular fashion photographers, and his success can be substantiated by subsequent publications internationally in magazines such as Vogue, Harper’s Bazaar, GQ, or Vanity Fair and seasonal partnerships with the greatest fashion brands. That’s why contemporary fashion photography is being immediately associated with his name.
