Eighteen months after shocking the fashion world by walking away from his wildly successful tenure as Editor-in-Chief at British Vogue, Edward Enninful is once again on fashion newsstands. But this time, it is with a groundbreaking publication of his own, titled 72, a quarterly print magazine that marks a new chapter in his career.
The debut issue, which features actress and Enninful’s longtime friend, Julia Roberts, is the first project of EE72, the media and entertainment company he co-founded with his sister and talent agent, Akua Enninful. With Edward stepping into the role of chief creative officer, he is solidifying his transition from editor to entrepreneur, proving that his creative vision extends beyond traditional publishing.
Enninful, who is 53 and Ghanaian-British, has deep roots as a stylist in London and served as the long-time editor of the iconic i-D magazine. At just 18, he became the youngest editor in the magazine’s history, leading the publication for two decades before he was recruited by Condé Nast. His unique background informs the structure and vision of EE72, which transcends traditional fashion journalism by not only reporting on the street, but also actively engaging with it through event production, fashion collaborations and branding services.
As evidenced by his influential work at esteemed publications like W and Vogue, alongside staging runway shows and even directing films, Enninful’s multifaceted career has seamlessly blended editorial, styling and consultancy roles. And while print remains integral to EE72’s foundation, the company is firmly focused on digital platforms, harnessing the power of modern technology to reach and engage audiences in new ways.
“When you are on someone else’s masthead, you have to please your bosses and advertisers,” he said in an interview with Fast Company. “I was ready for total creative freedom.”
At first glance, 72 may seem like just another luxury magazine, featuring the standard elements of a glossy publication—celebrity cover stars, stunning fashion spreads and an array of beauty and art showcases. But with its 214 pages neatly bound in a hardcover format, it invites readers to perceive it as more than a fleeting collection of trends; it’s designed to be a keepsake, a tangible artifact in a digital age where many publications are consumed and discarded in a matter of days.
However, the true disruption lies not in what is present, but in what is conspicuously absent; for the first issue, there isn’t a single page of sponsored advertising.
Rather than opting for the common one-size-fits-all approach, Enninful forged tailored alliances with each brand that involved employing innovative strategies like live events, podcasts, videos and even joint product ventures. A prime example was the launch party for the magazine, where 72 teamed up with Moncler and Google Shopping, providing these brands with a special platform to showcase their offerings to some of the most influential figures in the fashion industry. By curating these bespoke partnerships, he not only enhanced brand visibility but also crafted memorable experiences that deeply resonated with the audience.
Enninful has brought on a team of experts to manage different areas of the business. Simone Oliver, who has worked at BET, The New York Times, and Refinery29, is in charge of content. Sarah Harris, who previously worked at British Vogue, is the editorial director for both the magazine and the website. Lee Swillingham and Stuart Spalding, the founders of the creative agency Suburbia, are the co-creative directors of the magazine.
EE72 will also produce an additional revenue stream by launching a consulting division that works closely with brands, providing advice on how to stay relevant in today’s cultural environment.
“This takes the pressure off the magazine,” he said. “For the magazine, we can just focus on creating really excellent journalism and beautiful art rather than the needs of the advertisers.”
Still, in order to succeed as a publication, strong advertising revenue is just the tip of the iceberg; a fresh and relevant point of view is equally essential. Enninful, who moved from Ghana to London as a child, has made an indelible impact on the fashion industry over the last two decades by championing diversity in a space often criticized for its exclusivity.
For many years, he was one of just a couple of Black editors at leading fashion magazines. He was the only Black editor at Italian Vogue when Franca Sozzani was in charge, and he also worked at American Vogue and served as the creative fashion director for W.
“It was weird, because I was born in a country where for a Black man, nothing is unachievable,” he explained to The New York Times. “The doctor was Black, the president’s Black, the lawyer’s Black. And then I was thrown into an industry where it was like, ‘You’re the only one.’”
When he took on the role of editor at British Vogue, he made history as the first man, the first gay man, the first gay man of color, and the first gay man of color with a disability to hold the position. He carries the sickle cell anemia trait and has experienced six separate retinal detachments, which have left him partially sighted.
Enninful’s distinct viewpoint has not only connected with readers but has also inspired industry leaders to rethink their attitudes towards representation. His work is a testament to the idea that fashion can be a powerful platform for social change and his initiatives have sparked important conversations around inclusivity in a traditionally narrow field.
Looking ahead to his new venture, Enninful plans to infuse 72 with the same commitment to diversity that has defined his career. While readers can expect the luxurious aesthetic typical of high-end fashion magazines—complete with stunning photo spreads and interviews with cultural icons—what sets it apart will be its dedication to amplifying underrepresented voices. Just as he did in 2017 with the impactful video “I Am An Immigrant,” where he united 80 fashion industry figures to speak out against divisive politics, his vision for 72 is to create a space where all narratives are valued.
72 will not only be a feast for the eyes but also a meaningful platform for dialogue and representation.
Wishing you continued success, Mr. Enninful!continued success, Mr. Enninful!
