Hellobeautiful Featured Video

This isn’t your Brad Pitt’s Seven Deadly Sins.

Fashion takes on pride, envy, gluttony, lust, wrath, greed, and sloth.

Ghanian-born stylist Edward Enninful has been in the industry for over 25 years. Currently the Fashion and Style Director at W Magazine, he’s one of the most prominent people of color representing us flawlessly in the fashion space.

British Fashion Awards - Red Carpet Arrivals

Source: Pascal Le Segretain / Getty

Starting out as a model and becoming the youngest fashion director ever at i-D Magazine, his fashion accomplishments are many. He’s behind the infamous 2008 Vogue Italia ‘All Black’ issue and some of the most beautiful editorials to date.

Collaborating with Beats by Dre and SHOWstudios’ Nick Knight, the team utilized Edward’s 8 favorite fashion models to produce a stylish take on 7 deadly sins as represented in today’s digital world.

While images were teased back in January, the fashion film is now complete!

Starring supermodel Naomi Campbell, who represents pride, and Jourdan Dunn as envy, it’s a beautiful take on personal more codes.

Edward confessed,

“It was one of my best projects I’ve done in my career. It was just like a fan, watching these girls become these characters. There was no script. It was almost like silent movie.”


You can watch the entire film, here.

The visuals and stunning beautiful garments in this piece is insane.


Black And Proud: How Beyoncé Used Fashion To Make A Powerful Political Statement

Eyes On Flint: Indie Eyewear Company Donates 100% Of Profits To Fight For Kids’ Health

Too Hot To Handle: Help Your Hair Have A Healthy Relationship With Heat



For 2024’s iteration of MadameNoire and HelloBeautiful’s annual series Women to Know, we knew we wanted to celebrate the people who help make the joys of film and television possible. To create art is to create magic. This year, we spotlight Hollywood Executive’s changing the face of cinema.