NEW BRITISH VOGUE EDITOR EDWARD ENNINFUL Posted in: Design, Fashion – Tags: , , ,



The appointment, on Monday 1st of August, of Edward Enninful as the next Editor of British Vogue is a bold move. In this article for Utelier I examine why his appointment is most welcome and anticipated.

‘Out with the old guard and in with the new’ as new British Vogue editor Edward Enninful takes over.

These were my thoughts when the news broke that Edward Enninful was to be appointed an editor of British Vogue.

That, coupled with sheer joy.

At last a well-established British institution was opening its mind to change. Change not only in the form of overhauling the image and reach of the magazine to welcome the influential millennial readers, but change in demographic terms also.

As a black, gay male Edward Enninful couldn’t be further from the magazine’s previous editors, Alexandra Shulman, Elizabeth Tilberis and Anna Wintour. In fact, Enninful’ presence will be in stark contrast to Vogue’s stable of white middle-class women. In addition to this, his championing of diversity is something to be revered. It would be so easy to be in his position and to continue with the tired one-sided representation of the fashion world.

Diversity aside, what does his appointment actually mean for British Vogue?

Enninful likes to shake things up, and he does so in many ways.

In my opinion, London is the home of street style, where original ideas are born and experiments are made. Under Shulman’s hugely successful 25-year tenure at British Vogue, I never felt the magazine really reflected this. With a background in fashion journalism and as a published author she grew up in Belgravia. The readership reflected her background as it appealed to a middle to upper-class ideology of a fashion style for ladies who lunch, rich kids and the landed gentry. Her constant use of high profile established designers and the inclusion of a society page set Vogue’s tone of voice and established itself as one that was defined by the oh so fashionable London neighbourhoods that are the stomping ground of British Vogue. Notably, West London to be precise, with the Notting Hill set and Portobello stalwarts.

Read the full article here

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