Irving Penn.

The start of fashion photography had part to do with a man called Irving Penn. He was one of the first photographers who introduced using a white or black background against the models to draw the eyes to the subject being photographed. Instead of using expensive lighting, he used natural light from a window for his portraits. He focused on clarity, composition and arrangement. 

 

http://www.fashion-photographer.net/images/irving_penn_02.jpg

 

http://stylemens.typepad.com/photos/uncategorized/2008/03/11/irving_penn_h.jpg