1930s: Horst P Horst (born 1906, lives in New York) is one of the most important of the 1930s and 1940s. He made a detailed study of classical poses, using Greek sculpture and classical paintings. He paid special attention to the positioning of hands. He used all manner of props, such as plaster statues, mirrors, crumpled paper, using them to both neoclassical and surrealist effect. Influence by George Hoyningen-Huene. Horst became his friend, model, and assistant, began contributing to Vogue in 1931, and in 1935 took up Hoyningen-Huene's former post there. His method was to use minimum props and backgrounds. He carefully composes his images with careful arrangements of light and shadows. Inspired by Greek sculpture and classical paintings. His positioning of his models looks statuesque and this frequently reflects his interest in surrealism and his passion for the ancient Greek ideal of physical beauty






1940s: Norman Parkinson (21 April 1913 – 15 February 1990) revolutionised the world of British fashion photography in the '40s by bringing his models from the rigid studio environment into a far more dynamic outdoor setting. Humour played a central role in many of his photographs which often included himself. He worked for the British edition of Harper's Bazaar and throughout his long career he contributed to many publications, including Vogue, Queen, and Town and Country.



1950s:

After the Second World War fashion took on a new direction. Stylish clothing which was once for the rich was now available for the middle class and more affordable.

Richard Avedon began working with Harper’s Bazaar in 1944 at the age of 21, and went on to change the perception of fashion photography. His images expressed the idea that models should be full of character and spirit, bringing their own personalities to life in the photo.

Avedon wasn’t the traditional photographer who used a standard technique; he would normally have the models full of emotion and smiles, sometimes in action. He also used an ‘in-and-out-of-focus' style of his photographs. He started his career as a photographer for the Merchant Marines that involved taking identity pictures of the crew, in which he used his Rolleiflex.

Dovima with Elephants is one of his most celebrated pictures. The image is well-crafted, but its main appeal seems to be that it was the first time anyone had taken a high fashion model together with elephants added a shock value.

1960s: fashion photography started to get more interesting themes. This was due to fashion becoming influenced by many different factors for instance street styles, women’s liberation movement and pop art.

 David Bailey is one of the most famous fashion photographers of this era. He worked for British vogue and became one of the best known celebrity photographers. His work reflects the 1960s British cultural trend of breaking down old- fashioned antiquated and rigid class barriers by injecting a working-class or “punk” look into both clothing and artistic This era became known as Swinging London. This was a phrase used to describe the fashion and culture.