Media Moves

London-based fashion magazine ’10’ to launch in Japan

November 21, 2023

Posted by Mariam Ahmed

The following was sent out from

Saori Masuda

Following the successful launch of an American edition, London-based independent fashion publication 10 magazine is expanding into Asia with a Japanese edition launching next September.

Saori Masuda, former fashion director at Vogue Japan, will lead 10 Japan as editor in chief. Its content will be distributed across a global, multichannel network. The 10 Japan print version will be biannual, publishing in September and March, mirroring the publishing schedule of other editions of 10. 10 Men Japan and 10+ Japan will follow at a later date.

More details of the 10 Japan editorial team will be announced in the coming months.

Sophia Neophitou, global editor in chief of 10 magazine, said the third global edition of 10, which comes after Australia and the U.S., represents “a dream of launching in one of my favorite countries in the world, whose culture has always been such a source of inspiration.”

“The dream of having Masuda is everything I could have hoped for and more. After working with her on Vogue Japan during my time there in 2009, I have always admired her wealth of experience, as well as her work ethic, creativity and drive,” added Neophitou.

Masuda said she is “excited about this new adventure with Sophia and her team.

“Since I was a child I have lived in between the Japanese, Italian and French cultures. That lifetime of experience has shaped my approach to fashion. As a new member of the 10 Magazine family, I would like to bring my experience of multicultural life and my borderless cultural mindset to 10 Magazine Japan. I believe that this is something I can contribute to the future of a new Japanese outlook,” she added.

Masuda started her fashion career as a public relations executive for brands including Givenchy and Bottega Veneta. In 2005, she joined Vogue Japan as executive fashion editor and later was promoted to fashion director at the publication.

Neophitou founded 10 Magazine 24 years ago, and it remains a profitable publication. In recent interviews, Neophitou has hinted there could be further franchises, in France and Italy in particular.

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