Joseph Leyendecker (1874-1951) was both an illustrator and entrepreneur. One of his inspirations was Norman Rockwell. In 1896 he won a context for Century Magazine which brought his work to national notice. As a book and magazine illustrator, Leyendecker painted 322 covers for the Saturday Evening Post. He also painted for painted for American Weekly, Collier’s, Century Illustrated, and the Ladies’ Home Journal. Some of his work also includes painted posters of athletic men and lithe women. His later work were designs for fashion in which ended defined the 20th century era. There are only a handful of books illustrated by Leyendecker. He focused mostly on cover assignments which paid more and required less effort. In 1907 he formed a relationship with Arrow Collar. During this period, he created an American icon that was a counterpoint to the Gibson Girl.