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Digital Subscriptions > Attitude > September 2018 > Edward the First

Edward the First

When Edward Enninful was appointed the new boss of British Vogue, it changed all the rules. But he’s been doing that all his life. He tells us about bringing the magazine into the 21st century, how he views fashion and the debt he owes his family and celebrity pals
Words Cliff Joannou Photography Damon Baker Styling Dena Giannini

The new editor-in-chief of British Vogue, Edward Enninful, says his job quite simply is a way of telling stories. “When people ask what makes me a stylist, it goes back to childhood fairytales where you create characters: there’s your model, you put them in a location, and then you dress them, and that’s fashion. “I always keep that analogy in mind in terms of the pictures that I create,” he tells me, his voice gentle and measured as we sit in his office at Vogue House, overlooking London’s Hanover Square.

This concept of transformation is central to most fairytales and something many gay men can relate to: the rejection of a previous existence, becoming something more free, exciting and magical. Fairytales have happy endings. Little wonder that so many gay men find careers in the fashion industry when it offers the chance to make over an all-toooften prejudiced world in their own vision. “To me, Vogue represents the best,” Edward says. It’s high praise from a man whose CV features some of the world’s most prestigious style magazines. His career started at i-D before stints at American Vogue, working with Anna Wintour, and Vogue Italia, before reviving an ailing W magazine after taking charge in 2010.

However, few words in fashion are as synonymous with beauty, creativity and commercialism as Vogue. So when Alexandra Shulman announced that she was stepping down as the editor of the British edition last year, the industry was left speculating as to who would wear the crown next. Shulman was leaving after 25 years at the magazine’s helm, and, with her contemporaries Wintour, at American Vogue, and Franca Sozzani in Italy both having past that landmark, it would be an appointment that would set the tone for the future of the British title.

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About Attitude

Attitude celebrates its 300th issue! Style special with new Vogue editor Edward Enninful, Balmain creative director Olivier Rousteing & Lady Gaga designer Nicola Formichetti. Plus: Jack Haslam, Instagram stud Troy Pes, and the Hidden Flag Russia protestors.