Feast Your Eyes On Edward Enninful's Seven Deadly Sins
Editor and iconic image maker Edward Enninful has a deep and extensive relationship with fashion—one that spans 25 years, to be exact. Now, the W Fashion and Style Director is embracing a new title: filmmaker. He collaborated with none other than Beats By Dre and digital visionary Nick Knight of SHOWstudio for a short film, titled The 7 Deadly Sins of Edward Enninful, that tackles those vices, better known as pride, greed, lust, envy, gluttony, wrath, and sloth.
The film will be released online on February 13th, but was premiered in New York City this past Friday. With an all-star cast including Mariacarla Boscono, Naomi Campbell, Jourdan Dunn, Karen Elson, Anna Ewers, Karlie Kloss, Kate Moss, and Lara Stone, the only place that seemed up to par with showcasing the film was a billboard in Times Square. Ahead of its premiere, we talked to Enninful about collaborating with Beats by Dre, how music has influenced his career, and the importance of making mistakes.
This collaboration brings together some pretty epic heavy hitters. How did it come about?
About a year and a half ago, I was approached by Beats by Dre. They were interested in collaborating with people in the fashion industry. I’ve always loved their brand, Dr. Dre, and what they stand for: to me, they represent the best of sound across all ages. It was very exciting for me. They told me that they had just taken residency on a billboard in Times Square. It all came together very organically.
The idea of The 7 Deadly Sins was influenced by social media. Everyone is so obsessed with it and the digital world, so I wanted to take an ancient concept and apply it to the world we live in today.
And you’ve worked with every big supermodel on the planet. How did you choose the eight ladies in the film?
I wanted to do something with the women who had inspired my career: I wanted to give something back to them. Naomi, Kate, Lara, or Mariacarla—these are the women that inspired my work, so I wanted to give them a tribute.
You talk about sound as an inspiration. It’s a huge influence for designers when it comes to runway music for their shows, and brands are keen on attaching themselves to a musician they admire for at least a few seasons. How has music influenced you throughout your career?
Music has been paramount to my career: David Bowie comes to mind. Music is always present in my work, whether it’s my styling or the narrative I’m trying to tell. For me, fashion really strikes a chord when it’s in conjunction with music—Elvis [Presley‘s aesthetic] when you think about rock ‘n’ roll, for instance. Music has inspired me on a very deep and meaningful level.
Your aesthetic has been very clearly inspired by what’s being worn on the street, so what are your thoughts on street style?
I’m a big fan of street style. I’m obsessed with social media and seeing what people are wearing.
So what’s next for you after the film?
I love what I do, so I’ll just carry on with my duties. Just going to take every day as it comes. There’s no way to plan every opportunity, so I’ll just see where it goes from here.
“The 7 Deadly Sins of Edward Enninful” premieres globally on SHOWstudio on February 13th.
All film stills courtesy of Beats by Dre and SHOWstudio.
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