The first issue of EE72 has dropped and the website has launched. Founded by former British Vogue editor-in-chief Edward Enninful, the media brand has come to market with Julia Roberts as its inaugural cover star, interviewed by George Clooney. The pages feature a dazzling roster of A-listers, from Gwyneth Paltrow to Oprah Winfrey. It’s a bit Interview, a bit W. In truth, it’s nothing original but it does communicate one very strong thing to advertisers: EE72’s team has access to stars. The big stars. The cult stars. The emerging stars. Basically, everyone.
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In 2025, this is a big deal because it offers brands a distinct opportunity. While the influencer landscape is ultimately very transactional in most quarters – if you’ve got budget, you can book talent – top tier names from fashion and entertainment are different beasts. Relationships are essential and with many magazine brands exiting renowned editors to bring in a cheaper, more digital workforce, they have let those A-list links slip out the door. When was the last time you looked at a news stand and felt inspired?
From a commercial prospective, this is a problem. In an age where every brand is a publisher and most are working with influencers directly, magazine brands have to offer a context that is less available to advertisers. Chatting to a creative director about a newly-launched brand campaign recently, they noted Kate and Lila Moss were the first choice for the project. Glumly, they revealed they couldn’t book them. The mother and daughter just weren’t interested. Maybe the aesthetic didn’t appeal. Maybe it was the narrative around the campaign. The reality was the brand’s pitch didn’t land and that was that.
And long story short, that’s what EE72 seems to be: access to the A-list via a team that knows how to engage them, style them and talk to them. It’s a route to advertisers’ dream ambassadors, models and talents via a conversation with people they trust.
This first issue is an advert for that service and if you ask me, it’s pretty persuasive.
By Sara McCorquodale, CEO and founder of CORQ.
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