A New Vision for Media: Edward Enninful’s Bold Move Beyond Vogue
Edward Enninful, once the editor-in-chief of British Vogue, has taken a monumental step away from the world of high fashion publishing. After six years at the helm of one of the most prestigious fashion magazines in the world, he made the decision to leave and embark on a new venture. This move was not just about stepping down from a high-profile role; it was a calculated risk to build something entirely new.
Enninful’s departure came after an impressive career that spanned decades. Starting in his teens at i-D magazine, he quickly rose through the ranks of the fashion industry, working at various publications including Italian and American Vogue, as well as W magazine in New York. His work on projects like Italian Vogue’s Black Issue in 2008 showcased his commitment to diversity and inclusion, setting a precedent for future editorial content.
The Decision to Step Down
The decision to leave British Vogue was not made lightly. Enninful described it as a “now or never” moment, driven by his desire to pursue a new chapter in his career. He emphasized that this was not a result of any conflict with his former boss, Anna Wintour, whom he still maintains a connection with. Instead, it was a personal choice to seek new challenges and opportunities.
“I realized that I was going to turn 50 and I needed a new act,” Enninful said. “I knew I had achieved everything I wanted at Vogue.” His journey from Ghana to London, marked by political upheaval and a determination to succeed, shaped his perspective and resilience.
Launching 72: A New Media Venture
Enninful’s new venture is a print magazine titled 72, which he positions as the cornerstone of his new media and entertainment business, EE72. This initiative is backed by private investors and aims to redefine what media and entertainment can look like in the modern era. Unlike traditional magazines, 72 will not feature traditional advertising pages, focusing instead on a “love story to creativity.”
A Collaborative Approach
To ensure the success of 72, Enninful has assembled a team of trusted collaborators, including his sister Akua, who serves as co-founder and CEO, and his husband Alec Maxwell, who is the chief visual officer. His former deputy at British Vogue, Sarah Harris, has been appointed as the editorial director. This collaborative approach reflects Enninful’s belief in the power of teamwork and shared vision.
Embracing a New Model
The new model for 72 emphasizes a “slow digital” approach, aiming to counteract the fast-paced nature of online content. Simone Oliver, the former Refinery29 editor-in-chief hired as head of content for EE72, highlighted the importance of creating a platform that is both innovative and sustainable. “From my first conversations with Akua and Edward, it was clear they weren’t interested in preserving the status quo,” she said.
Partnerships and Experiences
EE72 plans to partner with brands online, in print, and through events or experiences. These partnerships are designed to generate revenue while maintaining creative freedom. Enninful believes that starting a new magazine in today’s market is a bold move, given the decline in print circulation and the challenges of attracting readers.
A Focus on Inclusivity and Diversity
Throughout his career, Enninful has been a strong advocate for inclusivity and diversity. His work at British Vogue helped to elevate underrepresented voices and promote a more inclusive fashion industry. This commitment continues with 72, where he aims to create a cultural community that celebrates diverse perspectives and voices.
The First Issue of 72
The inaugural issue of 72 features Julia Roberts as its cover star, a choice that highlights Enninful’s focus on age and visibility. Roberts, known for her timeless appeal, represents a shift in how women in their 50s are portrayed in the media. The issue includes a wide range of topics, from art and culture to wellness and interior design, showcasing the magazine’s broad appeal.
Critical Reception and Future Prospects
While the initial response to 72 has been mixed, with some critics questioning the visual impact of the cover, Enninful remains confident in his vision. He acknowledges that the magazine may not be as visually arresting as some might expect, but he remains focused on the long-term goals of the project.
A Legacy of Leadership
Enninful’s legacy at British Vogue is one of innovation and transformation. His efforts to promote diversity and inclusion have left a lasting impact on the fashion industry. As he moves forward with 72, he carries with him the lessons learned from his time at Vogue and the support of a dedicated team.
Conclusion
Edward Enninful’s transition from British Vogue to his new venture, 72, marks a significant moment in the media landscape. With a focus on creativity, inclusivity, and collaboration, he is poised to shape the future of fashion publishing. While the road ahead may be challenging, Enninful’s track record and vision suggest that he is well-equipped to navigate the complexities of the industry and make a meaningful impact.
