What's Happening?
Edward Enninful, the former editor-in-chief of British Vogue, has launched a new media platform and consultancy named EE72. This venture combines a print magazine, a 'slow digital' publishing platform, and a creative agency. Enninful aims to tell stories across fashion and lifestyle through a cultural lens. He describes EE72 as a culmination of his career experiences, emphasizing his desire for creative freedom. The platform will not adhere to traditional commercial viability but will instead follow Enninful's instincts. The first issue features Julia Roberts on the cover, chosen for her representation of inclusivity and the 'invisible woman' in society. Enninful's approach to EE72 is to grow organically without initially relying on advertisements.
Why It's Important?
The launch of EE72 marks a significant shift in the fashion media landscape, as it challenges traditional publishing models by prioritizing creative freedom over commercial constraints. This move could influence other media entities to explore similar models, potentially reshaping how fashion and lifestyle content is produced and consumed. Enninful's focus on inclusivity and representation, particularly of older women, addresses ongoing societal conversations about diversity in media. The platform's success could inspire other industry leaders to adopt more inclusive practices, impacting how fashion media engages with diverse audiences.
What's Next?
As EE72 grows, it will likely attract attention from both the fashion industry and media analysts. The platform's organic growth strategy suggests that it will gradually incorporate advertisements, potentially altering its business model. Enninful's approach may prompt reactions from traditional media companies, possibly leading to shifts in their strategies to remain competitive. The reception of EE72's first issue and its impact on the market will be closely watched, as it could set a precedent for future media ventures.
Beyond the Headlines
Enninful's venture highlights a broader trend of media professionals seeking independence from large conglomerates to pursue personal creative visions. This shift raises questions about the sustainability of traditional media models and the potential for new, innovative approaches to storytelling. EE72's emphasis on 'slow digital' publishing challenges the fast-paced nature of current digital media, suggesting a possible return to more thoughtful, curated content.