Off-White’s 10x10 Creatives on Remixing Fashion’s Codes and Building Icons
At Milan Fashion Week, Off-White staged an activation for 10x10, its project inviting musicians Kid Cudi and A$AP Nast; designers Ava Nirui, Raul Lopez, Guillermo Andrade and Yuta Hosokawa; and multidisciplinary creatives Stéphane Ashpool, Bafic, Renell Medrano and Veneda Carter to reinterpret the brand’s signatures. As part of the programme, BoF hosted conversations on remix culture and what…
In Milan, luxury streetwear brand Off-White launched Imaginary Palace, a multi-day activation at Via Orobia 13 during Milan Fashion Week. As part of their 10x10 project, running through April 2027, 10 global creatives reinterpret 10 iconic pieces from Off-White’s archive. The project emphasizes fashion as a space for exchange, where references from art, music, sport, and street culture are recontextualized for new audiences.
During two conversations at the activation, moderated by Business of Fashion’s Alice Gividen, participating creatives explored the art of the remix and the future of icons. First, photographer, filmmaker, and artist Bafic discussed with Off-White CEO Cristiano Fagnani how ideas move between disciplines and communities, and how familiar codes take on new meanings in new contexts.
Second, rapper and multidisciplinary creative A$AP Nast, designer Guillermo Andrade, and designer Stéphane Ashpool examined what makes an icon and what allows it to endure as digital feeds increasingly flatten culture and taste.
Key takeaways for brands include rethinking creative leadership, allowing ideas to evolve, closing the gap between idea and action, designing with authenticity, and letting audiences complete the idea. Creative leadership should shift from sole authorship to orchestrating collaboration, with a clear vision but flexibility to adapt.
Allow ideas to evolve through dialogue, with leaders setting direction and letting the final product crystallize through collaboration. Streamline processes to move quickly from idea to action, trusting instincts and iterating based on feedback. To stand out in a flattened digital landscape, creators should infuse personal energy and passion into their work.
Physical spaces and tangible experiences can create a deeper connection with audiences. Finally, luxury brands should relinquish tight control over how their products are perceived, allowing audiences to adopt the products and define their meaning in real time.
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