Edward Enninful Launches EE72: A New Era in Fashion Media
This week, Edward Enninful, the former editor-in-chief of British Vogue, announced the launch of EE72, a multifaceted media platform and consultancy that aims to redefine storytelling in the fashion and lifestyle sectors. This innovative venture combines a print magazine, a “slow digital” publishing platform, and a creative agency, all designed to explore cultural narratives through the lens of fashion.
A Vision for Freedom and Inclusivity
Enninful describes EE72 as a culmination of his extensive career in fashion media, emphasizing a desire for creative freedom. “EE72 for me is a combination of everything I’ve done in my career. It’s really where I want to be now. I want to be free and be able to do whatever I want,” he stated. This sentiment reflects a broader trend in the media landscape, where traditional publishing models are increasingly challenged by the need for authenticity and connection with audiences.
In a conversation with Imran Amed, founder and CEO of The Business of Fashion, Enninful elaborated on the motivations behind EE72. He expressed a desire to create a platform that feels accessible to everyone, stating, “I wanted something that anyone could pick up and feel welcomed. That was very important to me.” This focus on inclusivity is particularly relevant in today’s fashion industry, which has often been criticized for its exclusivity and narrow definitions of beauty.
Breaking Away from Traditional Constraints
One of the most significant aspects of EE72 is Enninful’s decision to distance himself from the commercial pressures often associated with major publishing houses like Condé Nast. “I wanted it to be free and sort of be able to do whatever,” he explained. This newfound freedom allows him to prioritize creative instincts over commercial viability, a departure from the often rigid structures of traditional media.
Enninful’s approach to publishing is characterized by a “slow digital” philosophy, which emphasizes quality over quantity. “When we have something to say, we will say it. I call it ‘slow digital’. We’re going to learn, we’re not going to build something ginormous waiting for people to come,” he noted. This strategy reflects a growing recognition in the media industry that audiences are increasingly seeking meaningful content rather than a constant stream of information.
Julia Roberts: A Symbol of Inclusivity
For the inaugural issue of EE72, Enninful chose Julia Roberts as the cover star, a decision laden with significance. “Julia represents something that society really needs. She is one of the biggest movie stars in the world. She is outspoken, she’s a real woman,” he remarked. This choice underscores Enninful’s commitment to inclusivity, extending beyond race to encompass age and representation.
Roberts, who is in her 50s, embodies what Enninful refers to as the “invisible woman,” challenging the prevailing narrative that often prioritizes youth in media portrayals. “The first message that I wanted to put out there was that everybody’s welcome regardless of age,” he emphasized. This focus on diverse representation is increasingly vital in a world where consumers are demanding more authentic and relatable portrayals in fashion and media.
Organic Growth Over Immediate Profit
In a notable departure from conventional practices, Enninful has opted not to pursue advertising partnerships at the outset of EE72. “I didn’t go around to any houses to ask for ads, because in my head it was clear what we needed to do, how we needed it to start,” he explained. This decision reflects a commitment to organic growth, allowing the platform to develop its identity without the immediate pressures of ad revenue.
While acknowledging that the landscape may change in the future, Enninful is focused on establishing a strong foundation for EE72. “We’re going to be sitting here in a year’s time and you’re going to be saying, ‘why are there so many ads?’ but it’s the whole idea of growing organically,” he stated. This approach resonates with a growing number of entrepreneurs who prioritize sustainability and authenticity over rapid commercialization.
Advice for Aspiring Editors
As a seasoned figure in the fashion industry, Enninful has valuable insights for the next generation of editors and creatives. His advice is both practical and inspirational: “It’s easy for me to say follow your dreams, but practically, surround yourself with like-minded people. Surround yourself with people who can really help you when you’re down, because it’s going to be a tough journey.”
He emphasizes the importance of resilience and learning from mistakes, stating, “If you’re playing it safe your whole career, that’s a problem.” This perspective is particularly relevant in an industry that is constantly evolving, where innovation often requires taking risks and challenging the status quo.
The Future of Fashion Media
Enninful’s launch of EE72 comes at a pivotal moment for the fashion media landscape, which is grappling with significant changes driven by digital transformation and shifting consumer expectations. As traditional models face existential challenges, platforms like EE72 that prioritize authenticity, inclusivity, and creative freedom may pave the way for a new era in fashion storytelling.
By blending print and digital formats, EE72 aims to create a holistic experience that resonates with audiences seeking depth and connection. Enninful’s vision for the platform reflects a broader cultural shift towards valuing meaningful narratives over superficial content, a trend that is likely to shape the future of fashion media.
Conclusion
Edward Enninful’s EE72 represents a bold step into a new realm of fashion media, characterized by a commitment to inclusivity, organic growth, and creative freedom. As the industry continues to evolve, platforms that prioritize authentic storytelling and diverse representation will likely resonate with audiences seeking more than just surface-level engagement. With Enninful at the helm, EE72 is poised to make a significant impact in the world of fashion and lifestyle media.
