W magazine creative and fashion director Edward Enninful is celebrating 25 years in fashion with an inspired new tech collaboration.

Enninful has partnered with Beats by Dre for a 13-minute avant-garde visual experience meant to “assault the senses through technology,” he told Billboard.

The video concept visualizes the seven deadly sins personified by an enviable roster of friends and models including Naomi Campbell, Jourdan Dunn, Kate Moss and Karlie Kloss.

Shot by boundary-pushing fashion photographer Nick Knight, each model will depict a different sin in bold, colorful imagery, aided by tech details like emojis and trollish commentary. The soundtrack boasts an unexpected mix of artists –- ASAP Ferg, Hopsin, Jamie XX and The Internet among them.

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Though his Beats collaboration might seem all the way left, according to Enninful, it’s right on track for the sort of renaissance that the relationship between fashion and music is experiencing – evidenced by Kanye’s design career and Rihanna’s many collaborations he notes.

Naomi Campbell, who is used to appearing in music videos, also lends the director’s observation credit as she is seen in a new Apple Music ad kissing DJ Khaled. Plus, the supermodel, cast as Pride, is no stranger to being a little bad.

Watch “Seven Deadly Sins with Edward Enninful” here.

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