The 1950s: High-contrast photography showcasing models in glamorous fashions and iconic poses were en mode. Masters like Richard Avedon, Irving Penn, Genevieve Naylor, Lillian Bassman, and Louise Dahl-Wolfe crystallized the glossy style.
The 1960s: As the decade took on a more freewheeling spirit, so did the photography. Muses like Penelope Tree, Twiggy, and Veruschka burst onto the scene after being captured by the likes of Avedon, Henry Clarke, and David Bailey.
The 1960s Part Deux: Taking a page from the leading photographers of the day, like Avedon and Guy Bourdin, designers began developing relationships with the women who wore their clothes best. Veruschka was an Yves Saint Laurent stalwart, while Lauren Hutton wore American sportswear with aplomb.
The 1970s: Helmut Newton knew that sex sells. In his 1977 Yves Saint Laurent Opium ad, he captured Jerry Hall almost drowning in decadence. Hall -- followed by Iman, Janice Dickinson, and Patti Hansen -- also continued another fine modeling tradition: dating rock stars.
The 1980s: In 1981, Avedon shot a teenage Brooke Shields in her Calvin Klein jeans, creating one of the most notorious ads of all time and softening the hard-edged '70s glamour. Later in the decade, this turf was usurped by the tribe of famous supermodels including Linda Evangelista, Christy Turlington, Naomi Campbell, and Cindy Crawford.
The 1990s & Today: Bündchen first came on the scene in the late '90s and has held her lofty perch ever since. Save for the rise of Kate Moss, beauties with bodies have had the most staying power. Peter Lindbergh and Patrick Demarchelier defined the era.
Source: Harper's Bazaar