Beats Reveals Times Square Tribute to Edward Enninful

Beats by Dre revealed its short film tribute to Edward Enninful’s 25 years in fashion shot by Nick Night on Friday. A very select group of Enninful’s closest fashion friends and colleagues such as Stefano Tonchi, Grace Coddington, Mariacarla Boscono, Craig McDean, Giovanna Battaglia, Inez and Vinoodh, to name a few, came out to the R Lounge at The Renaissance Times Square for a private viewing of the film before the big reveal on its Times Square real estate that same evening. “Music and fashion allow us to project our personalities to the world and to channel our creativity,” Tonchi told the crowd before Enninful took the stage. “They are cultural forces that overcome boundaries of race, gender, and culture and connect us on a global level.”

Enninful shot eight top models who channeled seven deadly sins while wearing some of Enninful’s favorite designers, and each shot is set to a different song. “The great thing is that they went into their archives and they found private pieces for me—everyone from Prada and Céline to Givenchy and Yohji Yamamoto,” Enninful told The Daily. “Everybody went a step further to make it happen for me. Some of it was planned a year in advance.”

Some of fashion’s most famous faces including Boscono, Naomi Campbell, Lara Stone, Anna Ewers, Jourdan Dunn, Karen Elson, Karlie Kloss, and Kate Moss starred in the tribute. Enninful said it was a tough call choosing which model would represent which sin, but some already knew who they wanted to play. “Kate [Moss] wanted to be Lust, Naomi wanted to be Pride, and Lara wanted to be Gluttony, so the rest we kind of figured out as we went along,” said Enninful. “Everyone was game. You know Mariacarla is always so fast, so it was nice to slow her down for Sloth, and Karlie’s the golden girl so we made her Greed.”

The film was shown to Enninful’s fashion insider crowd, who were all given a pair of Beats headphones to listen to the music as the film took the screen. Afterward, the giant screen dropped to reveal a sneak peek of the film. “I’m from England and I love America. I remember being 17 years old and standing in the middle of Times Square,” said Enninful. “To have my work here…I’m quite speechless. I’m so thankful and happy.” The full film will drop on February 13, but until then check out the trailer below!