Things have come full circle for Edward Enninful.
He broke into the industry as a model when stylist Simon Foxton scouted him on a London train at age 16. Shortly after he was shot by Nick Knight, the founder of ShowStudios. Now he’s collaborating with Knight and Beats on a film that celebrates his 25 years as a stylist and fashion editor.
“I really didn’t want anything that was looking back at my career. I wanted to do something that was very now and very forward-looking,” said Enninful, who serves as the creative fashion director of W Magazine. “Nick is a longtime collaborator and mentor to me, and he’s the best of the best when it comes to combining photography, film and sound in a way that is so relevant today and looks toward the future.”
Titled, “The Seven Deadly Sins of Edward Enninful,” the film, which was directed by Knight, features eight models representing seven sins and seven colors to the backdrop of seven different songs. It will be publicly screened on Jan. 29 on the Beats by Dre billboard in Times Square — at 1535 Broadway — before premiering globally on showstudio.com on Feb. 13. To accompany the film, Beats by Dre will produce a limited-edition line of headphones that will be available by invitation only.
The film features Kate Moss, who represents lust; Naomi Campbell, who signifies pride; Karlie Kloss, who poses for greed; Lara Stone and Anna Ewers, who depict gluttony; Maria Carla Boscono, who represents sloth; Karen Elson who represents wrath, and Jourdan Dunn, who represents envy.
“That was the toughest part,” said Enninful, when asked how he decided which models to use for the project. “In the end I just had to sit with Nick and decide who is the model that best epitomizes each sin.”
Enninful said the film is also an ode to designers he’s admired throughout his career. The models wear new, archival and custom pieces from brands including Alexander McQueen, Céline, Prada, Maison Margiela Couture by John Galliano, Givenchy and Vetements.
Over the past few years Enninful, who started out as a fashion editor at i-D magazine, has accepted various awards. Last year he took home a Clio award for excellence in commercial styling and the year before he was honored at the British Fashion Awards. But Enninful is hesitant to detail why he’s been so popular.
“I think that’s for other people to say,” Enninful said. “I just believe in doing what I feel on the inside. I don’t follow trends. I don’t use this girl because she’s trendy. I just go with my feeling and my instinct and it’s served me quite well.”
More GIFs from the film are below: