The first to present galaxies in a fractal pattern was Luciano Pietronero. His team in 1987, showed that the universe demonstrates a definite "fractal aspect" over a fairly wide range of scales.
Pietronero is perhaps the name associated most with the idea of fractal cosmology. This proposal in the late 1980s by Peitronero and their team, challenged then standard assumptions of homogeneity.
Matter distribution is to follow a power law, instead of quickly smoothing out. Pietronero assumed that existing data actually supports fractality, and that the cosmological principle is more of as assumption than an empirical statement about homogenous distribution of matter in the universe.
Pietronero framed this explicitly as a problem of fractal geometry.