Likewise the two calendars shot by American fashion photographer Herb Ritts in 1994 and 1999.

FORBES: Sex Sells

Other famous names include Cindy Crawford , looking amazing for fashion photographer Herb Ritts in Hawaii.

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Then came photographers including Steven Meisel, Bruce Weber and Herb Ritts.

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Since 1964, Pirelli's calendar, a limited-issue freebie, has succeeded in making cheesecake seem highbrow by employing such top-flight photographers as Herb Ritts, Annie Leibovitz and the late Richard Avedon.

FORBES: Sex Sells

"This is a market which has been growing as the medium itself grows, " she says, listing other big sellers, Including Testino, Lillian Bassman, Cecil Beaton, Patrick Demarchelier, Norman Parkinson and Herb Ritts.

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The striking image by the late photographer Herb Ritts, known for fashion shoots of unsmiling supermodels and magazine portraits of movie stars, will be included in "Herb Ritts: L.A. Style, " an exhibit of 87 photographs and other ephemera opening April 3 at the J.

WSJ: Herb Ritts at the Getty: Capturing the Soul of Fashion

To prepare for the show, exhibit curator Paul Martineau spent several months plowing through 1, 200 boxes of prints in a cold cinder-block room at the Herb Ritts Foundation in Hollywood, looking for shots with the L.A.-bred photographer's signature style: glowing California light, bold shadows, bare skin and film-noir settings.

WSJ: Herb Ritts at the Getty: Capturing the Soul of Fashion