What is the story about?
What's Happening?
Edward Enninful, former editor-in-chief of British Vogue, has launched a new magazine titled EE72. This quarterly publication aims to challenge the traditional advertising-dependent model of fashion magazines by focusing on editorial independence. The magazine, which features a diverse range of content including fashion, art, wellness, and interior design, notably excludes luxury advertising. Enninful's venture comes shortly after Chloe Malle was appointed as the head of editorial content at American Vogue, succeeding Anna Wintour. Malle has announced plans to reduce Vogue's print frequency, opting for more collectible editions.
Why It's Important?
The launch of EE72 represents a significant shift in the fashion magazine industry, which has long relied on luxury advertising for revenue. By prioritizing editorial independence, Enninful's magazine could influence other publications to reconsider their reliance on advertisers, potentially leading to more creative freedom in editorial content. This move could also impact the business models of traditional fashion magazines, prompting them to explore alternative revenue streams. The timing of this launch, coinciding with changes at American Vogue, suggests a broader trend towards innovation and adaptation in the industry.
What's Next?
As EE72 establishes itself in the market, it will be important to monitor its reception among readers and advertisers. The magazine's success could encourage other publishers to adopt similar models, potentially leading to a shift in the industry's approach to advertising and content creation. Additionally, the response from established fashion magazines like Vogue will be crucial, as they may need to adapt their strategies to remain competitive in a changing landscape.
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