If there's anyone who can bring eight supermodels together, it's Edward Enninful. To mark his 25th anniversary in fashion, W's creative fashion director collaborated with Beats By Dre and Nick Knight on a film featuring Kate Moss, Naomi Campbell, Mariacarla Boscono, Jourdan Dunn, Lara Stone, Karen Elson, and Anna Ewers as the seven deadly sins. (Naturally, it took two model-sized humans—Lara Stone and Anna Ewers—to represent Gluttony.)
On Friday night, Enninful gathered his fashion family in a lounge overlooking Times Square, so that when the curtains fell from the windows, it revealed a teaser of "The Seven Deadly Sins of Edward Enninful" playing outside on a larger-than-life billboard. (The full 11-minute film premieres on SHOWstudio February 13, along with a set of Beats By Dre headphones with an edition for each model and sin, like green for Jourdan Dunn as Envy and black for Naomi Campbell as Pride.)
It was an ambitious project, but hardly out of line for Enninful, who's been making waves in the industry since he became the fashion director of i-D when he was only 18. Half the room seemed to have him to thank for their breakthrough. “Edward was the first person to ever print a photo of me in a magazine,” said Zac Posen. He was also the first to post Lineisy Montero’s Prada campaign on Instagram, she said, and noticed Giovanna Battaglia decades before they worked together at W. "I met Edward when I was a 18-year old club kid in Milan," W's contributing fashion editor recalled. "And then one day, he called me up telling me that American Vogue wanted to do a story on me, and I was like, 'Whaaaat?'"
It's Enninful's propensity for having a good time on set that has kept everyone coming back over 25 years. “Every time I do a shoot with Edward, I get really excited, like a first-time model,” said Mariacarla Boscono.
Inez van Lamsweerde also attested to Enninful's winning formula. "Never drama, always fun, and everything always works," she said. "Edward has his exquisite taste, but he tailors it to your vision. He’s never pushing too hard."
In return, they've given Enninful plenty of stories to dine out on as well—especially Naomi and Kate. "Those are my girls!" he said. "Naomi is hysterical. We always just have so much fun. And there is something we call 'You’ve been Mossed.' Whenever you’re with Kate, you never know where you’re going to end up. One minute you could be on a shoot, the next minute you could be on a plane to India or on a train to Paris. I've been Mossed so many times. "