Off-White's "10x10: Icons Reimagined" Comes to Life at Milan's "Imaginary Palace"

Off-White™ unveiled its “10×10: Icons Reimagined” project with “IMAGINARY PALACE,” a two-day exhibition during Milan Fashion Week, illuminating the exponential potential of creative collaboration.

The “10×10: Icons Reimagined” project manifested earlier this year, inviting 10 global creative forces to approach 10 of its most recognizable icons as blank canvases — starting points for personal interpretation, experimentation, and rebellion. From musicians Scott Mescudi and A$AP Nast to designers Ava Nirui, Yuta Hosokawa, Raul Lopez, and Guillermo Andrade to multidisciplinary creatives Renell Medrano, Veneda Carter, Stéphane Ashpool, and Bafic, every 10×10 creator committed to following their personal vision, hacking the system, and taking their icon into the future by questioning everything. 

Spanning different disciplines, perspectives, and communities, the project replaced fixed rules with individual points of view. The resulting works are not homages, but continuations, opening the Off-White™ archive to transformation, allowing its legacy to evolve through the voices shaping culture and design today.

Grammy Award-winning musician and fashion designer Scott Mescudi returns the “Out Of Office” sneaker to its sport codes while proposing the product as a platform — embracing use, movement, and freedom of expression. Photographer and director Renell Medrano applies her distinct perspective to new eyewear, turning her blank canvas into an investigation of looking, being seen, and perspective. Fashion designer and creative director Ava Nirui transforms the T-shirt, bringing her signature gender-neutral viewpoint and ’90s youth culture nostalgia to an everyday Off-White™ uniform and a social platform for identity, belonging, and community. 424’s designer and founder Guillermo Andrade approaches denim as an archive of memory, construction, and what came before — pairing his deep design expertise with the concept of Virgil as the muse. Designer and stylist Veneda Carter reconceptualizes Off-White’s “METEOR” motif as a visual reference, exploring the relationship between absence, form, and the body. 

Meanwhile, Readymade founder and designer Yuta Hosokawa reconstructs the hoodie through layers, proportions, and traces of its previous identity. Photographer, director, and multi-disciplinary artist Bafic takes Off-White’s founding space between black and white into the realm of lived experience, gathering reflections on our younger selves. Luar founder and creative director Raul Lopez shifts the Off-White™ Jitney bag through scale, shape, and perspective, weaving the philosophies of New York City and the Dominican Republic that he explores in his fashion brand’s boundary-breaking designs. French fashion designer and creative director Stéphane Ashpool repositions the familiar codes of the varsity jacket, using his unorthodox approach from his Parisian fashion label and retailer Pigalle to demonstrate how a change in perspective can transform what we think we know. Multi-hyphenate A$AP Mob member A$AP Nast reconstructs the clock to question time itself, focusing on how it is experienced rather than how it is measured — paying homage to Virgil’s ability to bend time and be everywhere at once.

Across 10 individual rooms, from September 23rd to the 24th, at Off-White™’s Milan home at Via Orobia 13, the final “10×10: Icons Reimagined” objects coexist with references, materials, and the environments that led to their creation. Together with conversations and interactive workshops, the exhibition invited visitors not only to see the work, but to enter the distinct creative universes behind them. 10 creatives, 10 icons, and 10 interpretations became a potent reminder that the Off-White legacy is conceived not as something fixed, but as material for what comes next.