10 Magazine, the London-based independent fashion publication, will launch 10 Japan with Saori Masuda – former fashion director at Vogue Japan – as editor-in-chief in September 2024. The content will be distributed across a global multi-channel network with a focus on print, digital, video and all social platforms.

10 Japan, which joins three other international titles in the 10 Magazine stable – 10 UK, 10 USA (edited by Dora Fung and launched in September 2023) and 10 Australia (edited by Alison Veness and launched in 2013) – represents a major expansion for the 10 brand into one of the biggest luxury markets in the world.

The 10 Japan print women’s title follows the British format of being a bi-annual, publishing in September and March, with a strong new-brand identity for the Japanese luxury market. 10 Men Japan and 10+ Japan will follow at a later date. The Japanese edition will aim at fashion-forward, smart-thinking individuals with an appetite for all things fashion, style, beauty and travel related.

10 Magazine global editor-in-chief, Sophia Neophitou-Apostolou, first met Masuda – one of the most respected fashion editor’s in Japan – when they worked together on Vogue Japan. She is delighted to welcome such an esteemed editor to the 10 family. More details of the 10 Japan editorial team will be announced in the coming months.

“I am so 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 multi-cultural life and my borderless cultural mind-set to 10 Magazine Japan. I believe that this is something I can contribute to the future of a new Japanese outlook.” – Saori Masuda, editor-in-chief, 10 Japan.

“This third global edition represents a dream of launching in one of my favourite countries in the world, whose culture has always been such a source of inspiration. The dream of having Saori Masuda as editor-in-chief is everything I could have hoped for and more. After working with her on Vogue Japan during my time in 2009, I have always admired her wealth of experience, as well as her work ethic, creativity and drive. I am thrilled to have this opportunity for our paths to merge and to work together on the launch of 10 Japan, and to welcome her as a new member of the 10 Family.” – Sophia Neophitou-Apostolou, global editor-in-chief, 10 Magazine.

Read about the launch on WWD here.