Although Penn had no intentions of becoming fashion photographer, Liberman believed that his clear and simple style would revolutionise the genre. Indeed, Penn refused to abide to fashion photography’s traditional mise-en-scène staging that prevailed in the 1950’s which used by other photographers such as Richard Avedon, Norman Parkinson and Cecil Beaton.
Instead, Penn shot images against a plain and minimalistic background, lit with clear and diffused natural light. By solely focusing on clothes or the models’ physical forms, his photographs allowed the viewer to render their full attention onto the photographed subject, various motifs and specific details. For Penn, less was always more.