10+ represents a completely new approach to fashion publishing. A bi-annual offering presented in a limited edition box consisting of oversized posters as well as a bound magazine part, all covering the ultimate luxury part of fashion.
The focus is on Couture, Pre-Fall and Cruise collections as well as Beauty, Fine Jewellery and Menswear – with a special dedication to destination shows which inspired the idea about 10+.
“A few years ago, the cruise experience was born. Spearheaded by Chanel, a tiny handful of us were taken on a fashion odyssey. We were transported to a beautiful location to be fully immersed in a Chanel experience. It was truly magical. Every moment so well considered, and every detail so beautifully curated, all our desires catered for.
Now, more and more brands have joined in, creating these destination fashion-show moments and far-flung experiences. They create wonderful, unique memories. these isolated destination shows are a way to display the cruise and pre-fall collections, which often represent 70% of a brand’s sales. There has been no luxury experience put in print, no physical place where our experiences have been elaborated on and illustrated, and no specific way to show the moments in an environment that really celebrates them.
10+ is a tactile luxury experience to showcase these amazing, glorious days. I wanted to reflect these adventures in a tangible, photographic way. so the Boxazine was born. I have called it 10+ because every element – the words, visuals, design and physical experience – is elevated.
10+ is a specific place to showcase fashion’s absolute luxurious moments (couture, which represents the pinnacle in our industry, has also found a home here), a new format that provides a more unique expression on pages that lie loose and free. Each show experience is conveyed in words and pictures by our industry’s greatest writers and photographers (many of whom are better known in the Art sphere than fashion).
With 10+ I have found a more precious, interactive way to show and share these magical experiences in a less-traditional fashion format. Inside the 10+ box is a bound magazine. I think of it as a distilled version of the 10 spirit – witty, informative and aimed at those in the know. What’s new is the poster element – unfold them and discover our visual stories. Each loose leaf gives the undulating flavour of the way we experience each show. I hope we have found a way to give a real glimpse of our time spent on these trips. These lavish visual showcases are scrapbook moments of treasured times. I hope you find our box experience as inspiring as we found our physical experience.” -Editrix-in-Chief Sophia Neophitou