Did Helmut Newton do it first? (See my posts on Helmut Newton by clicking on his name in the left column of this page or type his name into the search box. Additionally, I recommend reading this excellent Voguepedia bio.) So, was Newton the first to incorporate fetishism and bondage into his fashion photographs? I'm not sure. But, here we see it is alive and well. Here are two shots of Alexander McQueen's work shot by Steven Meisel.