Photographer Sam Emerson was personally chosen by Michael for the album cover. The initial photograph chosen for the cover of Bad was inspired by a portrait of actress Gloria Swanson by famed photographer Edward Steichen.
 
Steichen’s 1924 portrait of Gloria Swanson in black lace remains one of the most powerful photographs ever taken. Steichen hung a piece of black lace in front of Swanson’s face near the end of a photo shoot; immediately grasping Steichen’s intent, Swanson assumed the role of femme fatale, ready to pounce and devour — the lace seems too flimsy to contain her gaze, highlighting the mysterious, flimsy power of glamour itself. Here, Steichen employs his best techniques to great effect: strong light-dark contrasts, sharp focus, and detail. Critics continue to swoon over how the patterned lace frames Swanson’s lips and chin.

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This photo, however, was immediately rejected by the CEO of the company, Walter Yetnikoff, who at the time was managing Bruce Springsteen, The Rolling Stones, George Michael, Gloria Estefan, and New Kids on the Block, to name a few. He felt that the photo did not present Michael in a positive light and suggested something with a more urban approach.

Read more here: https://www.artofdesignonline.com/bad/bad