London — Edward Enninful’s farewell to British Vogue was a spectacle. His final cover as editor-in-chief, after a celebrated six-year tenure, assembled 40 of the world’s most recognizable women, from Oprah Winfrey and Serena Williams to Cindy Crawford and Naomi Campbell. Orchestrating such a group photograph was a testament to the diplomatic skill and industry influence he had cultivated over decades.
After leaving one of fashion’s most coveted roles, Enninful is embarking on his next chapter: a media and entertainment business named EE72, with a new print magazine, 72, as its cornerstone. His career began in his teens at London’s i-D magazine, where he became the youngest editor at a major fashion title. He later held key positions at Italian and American Vogue and W magazine, all while styling and consulting for top brands. His work, including Italian Vogue’s landmark 2008 “Black Issue,” consistently pushed for greater diversity.
Enninful says his departure from Vogue was his own decision, a “now or never” moment to build something new before turning 50. Dismissing any suggestion of a rift with his former boss Anna Wintour, he explained, “I knew I had achieved everything I wanted at Vogue.”
His new venture, EE72—a name blending his initials and birth year—is a family affair, co-founded with his sister Akua as CEO and with his husband, Alec Maxwell, as chief visual officer. He has also brought on his former Vogue deputy, Sarah Harris, as editorial director.
Launching a print magazine in an era of declining advertising revenue is a bold move. Yet the first issue of 72 carries no traditional advertising. “I just want it to be a love story to creativity,” Enninful explained. “What we’re creating is a new model, one that keeps us creatively free.” The privately-backed company will focus on partnerships with brands for its website, print editions, and events—a strategy designed to offer more agility than legacy media. Simone Oliver, EE72’s head of content and former editor-in-chief of Refinery29, described the digital approach as “slow digital,” pushing back against the relentless content churn common online.
The inaugural issue, priced at $20, features Julia Roberts on the cover, interviewed by George Clooney. Inside, the content spans beyond fashion to include art, wellness, and interior design, with features on figures like Oprah Winfrey and Stella McCartney.
Initial reception to the cover has been mixed. While Enninful’s Instagram post received supportive comments from luminaries like Salman Rushdie, some critics found the visuals underwhelming. Fashion correspondent Lauren Sherman called it “the best version of an in-flight magazine,” adding that it wasn’t “ambitious enough” for a creator known for arresting imagery.
Despite this, Enninful’s team is fully behind his vision. “Everyone talks about inclusivity and diversity, but I think he really did pioneer that change,” Harris said. “When he asked me, I was like, ‘I’m in. No brainer.’” Oliver praised his collaborative and accessible leadership style, noting, “He casually said, ‘Just message me on WhatsApp.’”
Enninful’s drive is rooted in his personal history. He fled political upheaval in Ghana as a child with his family, an experience that forged a deep resilience. “People forget, I come from a country where I had to flee,” he remarked. “Stepping away has never been an issue for me.”
In the magazine’s opening letter, he writes that 72 is envisioned as a “cultural community for open minds,” launched at a time that “calls for creativity’s ability to connect us.” While it remains to be seen if the venture will deliver on its transformative promises, Enninful’s track record and bold ambition position him as a formidable force in shaping the future of publishing.
