His works are controversial, and therefore interesting, sometimes attractively scandalous, which causes close attention from connoisseurs of photography, professionals and admirers. Some call them banal and vulgar, others brilliant.

You probably won't be familiar with his face or his name, but Rankin, real name John Rankin Waddell, has left a mark on the history of fashion photography and magazines, becoming one of the most important British photographers.

Along with Jefferson Hack, he's the founder of Dazed and Confused Magazine, a cutting-edge publication, characterised by a unique and inimitable aesthetic, the result of Rankin's taste. The photographer is moreover the founder of Hunger, a biannual publication focusing on fashion and culture. Throughout his career, Rankin has shot the most famous celebs and top models of our time, as well as directed a number of music videos.

Rankin was born John Rankin Waddell in Glasgow. His family moved to North Yorkshire following a promotion for his dad, then on to St Albans, where Rankin spent his teenage years. Seeing his output and passion for capturing images of people, you might expect him to have been immersed in art and culture from a young age, but it wasn’t something his parents were interested in, he says.

At school, he was good at maths so accountancy was a logical path for him to follow and his parents were happy he was going to get a proper job. But they were dismayed when he dropped out of Brighton Polytechnic and went on a photography course. His dad didn’t speak to him for 18 months but they rebuilt their relationship when he had to return to live at home.

Rankin made his name in publishing, founding the seminal monthly magazine Dazed & Confused with Jefferson Hack in 1992. It provided a platform for innovation for emerging stylists, designers, photographers and writers.

In 2001, Jefferson and Rankin launched AnOther Magazine. With a focus on fashion, originality, and distinction. In response to the expanding menswear market, in 2005 AnOther Man was introduced, combining intelligent editorial with groundbreaking design and style.

In November 2011, Rankin returned to magazine publishing with a fresh offering - The Hunger. A biannual fashion, culture and lifestyle magazine, The Hunger and its associated Hunger TV website - a video-based digital platform featuring in-depth interviews, fashion films, blogs, updates, and previews - marked Rankin's return to the fashion world with an understanding that the future is not only printed but digital too.

During his career, a charismatic talanted photographer has published over forty photobooks. And definitely one of the most interesting and provocative of them is F*ck Y*u Rankin (2014).

Giving the finger, flipping the bird, up yours! For hundreds of years the middle finger has been the wordless insult of choice for people the world over – regardless of what phraseology you choose to accompany it. And it’s this age-old sign that Rankin has chosen to focus on in his provocative book.

Known for his tongue-in-cheek humour, Rankin is used to the odd insult, and has been goading celebrities into giving him the finger for years. But it was a particular shot he had taken of Heidi Klum flipping the bird, published in a book, then ripped off by enterprising T-Shirt manufacturers that made this image iconic and planted the seed for what was later to become F*ck Y*u.

In 2011 Rankin founded RANKIN FILM as a production company to represent him as a solo director of bespoke content for a multitude of platforms. Through RANKIN FILM, Rankin has directed dynamic and contemporary film projects for brands such as Nike, Neutrogena, L’Oreal, The British Fashion Council, Coco de Mer, and music videos for stars like Tinie Tempah, Rita Ora, and Kelis.

In recent years, Rankin has developed a strong sensorial style that has led him to move beyond fashion and beauty and into the genres of automotive, dance, and even confectionary content. This includes high profile brands such as Aston Martin, Mercedes, and Godiva.