On June 23, Off-White celebrated “10×10: Icons Reimagined,” a project bringing together ten international creatives to reinterpret ten of the brand’s iconic pieces during a two-day residency at the FVTVR in Paris.
Ten archival pieces, ten perspectives
Unveiled in late March, “10×10: Icons Reimagined” is based on a simple concept: entrusting ten of the most recognizable pieces from the Off-White archives to ten international creatives—Scott Medusi, A$AP Nast, Veneda Carter, Renell Medrano, Stéphane Ashpool, Raul Lopez, Yuta Hosokawa, Ava Nirui, and Bafic—to freely reinterpret them. This approach—treating the archival piece as a blank canvas rather than an untouchable relic—is directly in line with the collaborative ethos that defined the work of Virgil Abloh, the brand’s founder who passed away in 2021.
The Parisian soirée, which brought together the brand’s close associates and the extended circles of the ten participating designers, featured performances by Crystallmess, Jazzpool, Mr. Wix, and Naomi, placing the event firmly in the realm of both the music scene and the fashion world.
A global tour rather than a one-off event
This Parisian event is just one stop in a series of global events scheduled through April 2027, each paying tribute to the 10×10 project while unveiling exclusive products designed by the creative collective. This extended timeline, spanning nearly a year, sets 10×10 apart from a mere one-off marketing stunt: it transforms the tribute to Virgil Abloh into an ongoing editorial calendar rather than a one-time commemorative gesture.
Beyond the event itself, the Paris residency exemplifies the brand’s commitment to keeping alive the sense of community that has made Off-White so unique: rather than preserving its founder’s legacy in a museum retrospective, the brand continues to bring it to life through new collaborations and new creative territories.
A lineup that spans disciplines
The selection of the ten creatives involved in the project paints a deliberately broad picture of contemporary culture, spanning fashion, photography, music, and visual arts: Veneda Carter and Renell Medrano for photography, Stéphane Ashpool (founder of Pigalle) and Raul Lopez (founder of Luar) for fashion design, and A$AP Nast for the musical element. This diversity of profiles reflects, on the project’s scale, the transdisciplinary approach that characterized the work of Virgil Abloh himself, who moved from architecture to design and on to art direction.
By entrusting its most recognizable pieces to creatives from such diverse backgrounds rather than to a single, unified artistic direction, Off-White resists the temptation of a homogeneous reinterpretation and preserves the creative tension that has always fueled the brand’s identity. It is this diversity of perspectives—rather than the quality of each piece taken in isolation—that constitutes the true essence of the 10×10 project.
10×10: Icons Reimagined, Off-White residency at the FVTVR (34 quai d’Austerlitz, Paris), June 23, 2026. Ten participating creatives; a global tour of events is scheduled through April 2027.
By spreading this project out over nearly a year and across several continents, Off-White transforms its tribute to Virgil Abloh into an exercise in living memory—it remains to be seen whether this extended timeline will sustain the public’s interest until its conclusion in 2027.
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