The Business of Fashion Podcast

Episode: Edward Enninful on Moving From Editor to Entrepreneur
Date: September 12, 2025
Host: Imran Ahmed

Episode Overview

In this engaging episode, Imran Ahmed sits down with Edward Enninful, former Editor-in-Chief of British Vogue, to discuss his bold new venture: EE72. Bridging print, digital, and creative consultancy, EE72 is a multi-pronged project blending a quarterly print publication, a ‘slow digital’ platform, and a creative agency. The conversation explores Edward’s personal evolution from editor to entrepreneur, the future of fashion media, the importance of creativity over commerce, inclusivity in fashion, and his vision for the industry amidst contemporary challenges.

Key Discussion Points & Insights

1. Launching EE72: Edward’s Vision

• Culmination of Experience:
  “EE72 for me is a culmination of everything I've done in my career. It's really where I wanted to be now. I wanted to move away from a masthead where I'm sort of confined… I wanted to be free.” (Edward Enninful, 01:26)
• Purpose and Audience:
  Edward sees EE72 as a platform for people who love creativity, culture, fashion, beauty, and inclusivity—those who have followed his career and new generations alike.
  “The community for me is people who love the idea of sort of creativity, people who love, you know, culture, people who love fashion, beauty, luxury...people who are kind of open to inclusivity.” (05:13)
• Personal Motivation:
  Turning 50 motivated Edward to seek a new, meaningful challenge both for himself and the wider community. (04:02)

2. Structure & Business Model of EE72

• Three Pillars:
  • Platform: Not just a website; an ecosystem blending podcasts, editorial, and commerce.
  • Consultancy: Applying Edward’s point of view for clients in fashion, design, and culture, e.g., Montcler collaboration, Tate curation.
  • Magazine: A quarterly print magazine responding to demand—intentionally ad-free for the first issue:
    “I wanted to give the reader...the experience of going through a magazine without being interrupted by advertising.” (09:41)
• Creative Partnerships Over Traditional Ads:
  Instead of selling ad pages, EE72 works with partners (Google, Tiffany, Levi’s) to create holistic projects: podcasts, events, videos.
  “It wasn't like, give us an ad. It's like, what can we create together?” (11:33)
• Sustainability and Growth:
  Emphasis on organic growth; openness to ads in the future, but only as part of meaningful partnerships. (15:49)
  EE72 is distributed globally—26 countries, same-day release. (36:00)

3. Creative Strategy & Approach

• Quarterly Print, ‘Slow Digital’:
  Rejects the 24/7 publishing model; EE72 prioritizes intentional, curated output.
  “We're not here to build a platform with all information, all times of the day. … When we have something to say, we will say it. I call it slow digital.” (15:49–16:14)
• Editorial Philosophy:
  The magazine is meant to be welcoming.
  “I wanted something that any woman could pick up, any man could pick up and feel welcomed. That was very important to me.” (17:14) Culture—beyond just fashion—remains at the core of his mission:
  “For me, it's about culture. It's always been about culture.” (17:18–17:20)

4. Julia Roberts as First Cover Star

• Decisive, Inclusive Choice:
  Rejecting expectations of a supermodel or global pop icon, Edward explains:
  “Julia represents something society really, really needs. She is one of the biggest movie stars…She’s a real woman. … The first message I wanted to put out there was that everybody's welcome, regardless of age. So that's why Julia was there.” (19:16–20:45)
• Interview by George Clooney:
  Adds intimacy and star-power: “You literally feel like you're in the living room of two mega stars.” (21:42)
• Symbolism:
  Both Julia Roberts and designer Phoebe Philo, whose clothes she wears on the cover, embody independence—a recurring theme in Edward’s new entrepreneurial phase. (21:19)

5. From Editor to Entrepreneur

• Team Building and Delegation:
  Edward’s role is now big-picture: cultivating talent, setting vision, liaising with clients—he’s no longer doing the hands-on styling.
  “When you're a founder, it's a different hat…there are things I can literally walk away from…If Sarah believes in it, then I believe in it.” (25:55–26:26)
• New Challenges:
  Transitioning from “golden handcuffs” to managing spending, budgets, logistics.
  “Now, looking at the...fine line. Look at the spending, you know, what you can spend, what you can't spend...All those problems that before were never really a problem.” (27:42–28:23)

6. The State and Future of Fashion Media

• Industry in Flux:
  “Fashion media...is in flux. We're going through a very tough time...but there's also room for creativity. A lot of people have gotten scared to be different…fear has never been an option.” (29:21–30:56)
• Creativity and Commerce:
  Edward laments over-commercialization:
  “We just became a lot about sort of numbers, more is more…and maybe that took precedence over designers being creative. … Now…calls for individuality.” (33:38–34:14)
• Renewed Excitement:
  He senses a new creative wave on the horizon:
  “The last couture shows…something interesting is happening. I remember the '90s...I feel like we're in an exciting time right now.” (34:18)

7. Representation, Diversity, and Inclusion

• Ongoing Commitment:
  “I was black before DEI. I am black now, and I will be black. So for me, I'm not a trend, you're not a trend. … There has to be people in place who will still be fearless and fight the fight. And that's what we're here to do.” (40:28–41:42)
• Backsliding Observed:
  Edward and Imran discuss the retreat from DEI in the industry—but both remain committed to championing inclusion, regardless of prevailing trends.
  “We have to be there for [the next generation] as well.” (42:25)

8. Advice for Aspiring Editors and Entrepreneurs

• Practical Wisdom:
  “Surround yourself with like-minded people...Because it's going to be a tough journey...Learn from your mistakes, try new things...Passion will see you through practicalities.” (46:35–48:14) Gaining practical experience and building a supportive network are key entry points into the industry.

9. Defining Success

• Personal Fulfillment Over Metrics:
  “If somebody looks at the company and thinks, you know, they've done good in a tough time, I'm happy. If it's commercially successful, even happier, and influential, I'll be in heaven. Success for me is really, am I happy?” (44:19–45:55) Edward’s resilience rooted in his upbringing—surviving displacement and adversity as a child—shapes his philosophy.

10. Notable Quotes & Memorable Moments

• “Had I wanted to do [an old media company], I would have bought one of these titles…Instead I chose to go the difficult way and start something from scratch.” (06:08)
• “For me, creativity was always the answer from day one since I started. The business side will always be great, but…at its best when it's arm in arm with creativity.” (32:40–33:28)
• “Everyone was saying, oh my God, what are you gonna do? And I just did it. I didn't think, I just did it.” (44:19–44:50)

Important Timestamps

• 01:26 – Edward introduces EE72 and his motivation
• 06:08 – Founding principles; why start from scratch
• 09:41 – The ad-free first issue and the logic behind it
• 15:49 – ‘Slow digital’ platform philosophy
• 17:14 – On making EE72 welcoming, not avant garde
• 19:16 – Why Julia Roberts is the first cover star
• 21:19 – Phoebe Philo's influence and support
• 24:41 – Edward’s new role as creative director & entrepreneur
• 27:42 – Realities of entrepreneurship after ‘golden handcuffs’
• 29:21 – Current flux in fashion media
• 33:38 – Effects of over-commercialization; renewed call for individuality
• 40:28 – His unyielding stance on diversity and inclusion
• 44:19 – Edward’s personal definition of success
• 46:35 – Advice for aspiring industry entrants
• 48:22 – International launch schedule for EE72

Closing Thoughts

Edward Enninful’s transition into entrepreneurship is shaped by risk-taking, deep industry insight, community, and an idealistic yet pragmatic approach to creativity and inclusivity. EE72 aims to foster a new kind of fashion media business—one that operates at the intersection of culture, creative collaboration, and thoughtfully curated storytelling.

“Success for me is really, am I happy? Because if I'm not happy, I'll do something else.”
(Edward Enninful, 45:55)