The wait is over! The 'Seven Deadly Sins of Edward Enninful' celebrating the stylist's 25 years in fashion was released on the Beats billboard at Times Square in New York 29 January 2016 at 21:00 EST.
To create a vision of fashion spanning Enninful's illustrous career, Beats by Dre collaborated with Enninful and Nick Knight to create seven short films based on the seven deadly sins. Seven colours and seven sounds selected by Beats to represent the future of music accompany eight muses (fittingly, gluttony required two): Maria Carla Boscono (sloth), Naomi Campbell (pride), Jourdan Dunn (envy), Karen Elson (wrath), Karlie Kloss (greed), Kate Moss (lust), Anna Ewers and Lara Stone (glutony).
Enninful says: 'To mark my 25th year in fashion with Beats by Dre, I wanted to celebrate the past and look forward to the future by marrying the worlds of fashion and sound. In an age of technology, with the world at our fingertips in so many good ways, we have developed an affinity to over-stimulation greed, lust, etc. I wanted to challenge each of my eight muses to interpret the deadly sins in a modern way.'
Knight adds: 'When Beats by Dre and Edward spoke to me about illustrating the 'Seven Deadly Sins', it was an exciting prospect – to marry my visual perspective with sound seemed so appropriate at a time when people are looking to believe in a totally new and modern sense; a belief free of dogma and the weight of the past but rather a belief in a future, where everyone is treated as equals, where there is no discrimination against anyone whatever their age, gender, ethnicity, class or faith.'
If you missed the billboard release, don't miss the worldwide premiere of the films! The films will be released on SHOWstudio on 13 February 2016, make sure to follow us on Instagram, Twitter and Facebook to stay in the loop!