ES Mag becomes first fashion title to create a moving NFT

ES Magazine NFT cover image - mediashotz

ES Magazine, the Evening Standard’s iconic weekly lifestyle and culture magazine, has announced a unique digital piece of artwork as a so-called NFT or non-fungible token. 

This landmark project is the first ever moving NFT piece of art produced by a fashion magazine and features the LGBTQ+ campaigner, poet and fashion model, Kai-Isaiah Jamal.

A non-fungible token is a unit of data stored on a digital ledger, commonly known as a blockchain.

ES Magazine revealed the unique NFT cover for its biannual fashion issue, to be auctioned on NFT auction site Foundation.


Developed in collaboration with multi-disciplinary artists Warren Du Preez and Nick Thornton Jones, ES Magazine’s editorial team created the three-dimensional moving artwork which runs on a 40-second loop and features Jamal reciting one of their poems. 

The project aims to raise up BIPOC non-binary voices across the music, art, and fashion industries.

A still from the shoot forms the front cover shot for the ES Magazine’s biannual fashion edition, published on 16 September.

The piece will be auctioned on Friday 24 September on Foundation. 

Proceeds from the sale will be donated to The Felix Project, an organisation fighting hunger across London by rescuing surplus food from suppliers and redistributing it to local charities, schools and foodbanks.

Artists Du Preez and Thornton Jones have an impressive history of collaborating with diverse partners for innovative art projects. 

They have worked creatively with the chart-topping singer Bjork over the past 20 years, and in 2017 won the first-ever Cannes Lion Grand Prix presented for their virtual reality artwork. 

To accompany the moving images, the ES Magazine NFT’s audio is produced by the musician James Lavelle, who recently contributed to Virgil Abloh’s latest Off-White show.

To work alongside the artists, the editorial team brought together an extensive styling team including Lisa Jarvis, best known for her eclectic, hyper-visual poetic work, who has worked for many leading fashion publications including LOVE magazine.

Leading hairstylist, Eugene Souleiman, contributing beauty editor for British Vogue, created a bespoke sculptural hairpiece for Jamal, with make-up artistry by Mata Mariélle, who has a history of working closely with Jamal and is at the forefront of change in driving diversity and representation within the industry.

The NFT artwork and ES magazine front cover will be officially unveiled at London Fashion Week at the Evening Standard party and the NFT will be showcased at the Annka Kultys Gallery from Friday 17th September.

Landmark moment

Charles Yardley, Chief Executive of the Evening Standard, commented: “This is a landmark moment for ES Magazine, as we share this project that brings together the worlds of crypto, media and fashion, tapping into the exciting world of NFTs. 

“We are proud not only to be replicating what others in the industry have done before, but move the concept forward by becoming the first fashion publication to produce a moving 3D NFT piece. 

“Most importantly, the proceeds from the auction of the NFT will be going towards an important cause feeding the hungry across the capital.”

Ben Turner, Head of Design at the Evening Standard, commented: “Yet again ES Magazine has led the way in creative ambition, delivering a groundbreaking piece of art, put together tirelessly and passionately by an incredibly inspiring team. 

It’s especially an honour for us to have the inspiring Kai-Isaiah Jamal star as the subject of the piece and we’re pleased to have done this in aid of a brilliant charity. 

“As well as our amazing external contributors to this project I would like to pay particular praise to Jessica Landon, our Deputy Art Director, who has shown immense dedication and drive throughout this process.”

The NFT can be viewed in full on the Evening Standard’s website, while still images from the NFT appear on the front cover and inside pages of ES Magazine’s biannual fashion edition, published yesterday.