Rihanna has emerged as the cover star for the latest issue of EE72, a quarterly print publication founded by former British Vogue editor Edward Enninful. Shot in Paris by photographer Szilveszter Makó, the editorial features high-fashion pieces from houses including Schiaparelli, Dior, and Chanel. The collaboration signals a shift in how luxury magazines are positioning themselves as collectible art objects rather than ephemeral news cycles.
How is the luxury magazine market evolving?
The launch of EE72 by Edward Enninful represents a strategic pivot away from the traditional monthly magazine model. According to industry observations, while established titles like the American edition of Vogue face uncertain futures in print, EE72 is targeting the luxury elite with a quarterly, high-price-point format. Each issue retails for approximately 7,000 Hungarian forint, positioning the magazine as a curated, collectible artifact rather than a disposable commodity. By utilizing rare couture pieces, such as the 2026 spring/summer Schiaparelli feather coat, the publication mirrors the exclusivity of the garments it covers.
The EE72 summer issue features two distinct covers: Rihanna wearing Jonathan Anderson’s Dior on the front and an Alessandro Michele-designed Valentino piece on the back.
Why does Szilveszter Makó’s photography style stand out?
Szilveszter Makó’s rise in the fashion industry is defined by a surreal, painterly aesthetic that relies on precise composition and symbolic objects. Makó, who is based in the United States, has built a portfolio that includes collaborations with figures like Cate Blanchett, William Dafoe, and Marina Abramović. His work gained significant mainstream traction following a December feature in The Cut documenting Rama Duwaji, the wife of the New York City mayor. Industry analysts note that his ability to integrate commercial fashion—such as his recent portrait series announcing John Galliano’s move to Zara—with fine-art sensibilities is changing the visual language of brand campaigns.
How are luxury brands utilizing editorial photography?
Luxury houses are increasingly prioritizing artistic storytelling over traditional advertising. By placing iconic pieces like the Bottega Veneta fiberglass skirt or Giuseppe Zanotti’s fishbone-patterned heels in a highly stylized editorial context, brands ensure their products are viewed as art. This approach is exemplified by the EE72 shoot, where the Schiaparelli feather coat was not worn by Rihanna but held as a sculptural object. This shift reflects a broader trend where high-end labels, including Alaïa and Givenchy, choose to align themselves with photographers who emphasize the structural and historical significance of their designs rather than just the retail value.
Follow the “collectible” trend in media. As print becomes more niche, look for publications that emphasize high-quality paper stock and limited-run artistic photography to retain long-term value.
Frequently Asked Questions
- Who is the target audience for EE72? The magazine is designed for the fashion industry elite, focusing on high-end, collectible content rather than mass-market trends.
- Who founded EE72? The publication was founded by Edward Enninful, the former editor-in-chief of British Vogue, in September of the previous year.
- What is the signature style of photographer Szilveszter Makó? Makó is known for his surreal, precisely planned, and symbolic photography, often incorporating unique props and complex compositions.
- What is the significance of the Rihanna shoot? It marks a high-profile collaboration for both the photographer and the quarterly magazine, underscoring the shift toward artistic, non-traditional fashion journalism.
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