MR: Why Germany?
SNA: It’s our first European launch. What we’re trying to do is bring the flavor of 10 to Northern Europe. A lot of it’s happening in Germany, but we didn’t want to alienate the other northern territories. We had a big conversation about what language it was going to be in. Obviously, Japan’s in Japanese, and the other two are in English, even though 10 USA gets translated into American English. As we expand into Italy, France, India, Dubai, and all the other places we might one day be, it’s always important to understand what’s right for them.
TOBY GRIMDITCH: I also think Germany remains somewhat untapped. The fashion scene here is strong and still evolving. There’s a huge interest in fashion, and while there are successful magazines, 10 offers something different—it’s a luxury magazine rooted in pure creativity, not trends. Its arrival sets a new tone. And as Sophia mentioned, we’re speaking to Northern Europe as a whole. The next issue will feature stories rooted in Amsterdam or Stockholm, for example. That said, being based in Berlin, my core focus remains Germany.
MR: Why is now the right moment?
SNA: Serendipity. Nothing more. I’m not thinking as a mastermind of publishing—it was quite an organic process. One day in Paris, I had a conversation with Toby about considering expanding into Germany, and I said, “Let’s do it.”
MR: How did the two of you start collaborating?
TG: I started studying late, in my early thirties. Before that, I was on the other side of the table, working as a photography agent and producer. But I was always drawn to creative work and fell into styling almost by accident. I met Sophia fifteen years ago on a work trip in Copenhagen—through her then-fashion director, Hector Castro— and soon after, I started collaborating with 10. I love working with Sophia because she’s an incredible businesswoman and completely self-made. Her love for the industry is truly commendable. She also champions young champions, which is something I deeply believe in, especially in Germany. Many magazines tend to keep the same names in circulation, but I want to put new talent out there as much as possible.
SNA: Toby is an amazing stylist and creative who invests heavily in aesthetics and ideas, and I think it’s crucial to have someone who does that. In the end, we launched in Germany first, over countries like Italy and France, because I was confident in him. It has to be someone who’s got the balls to do it, it’s not easy. People think it’s easy, but it’s not. It takes 100 percent commitment—sometimes you’re sick, you get up, and you do what you need to do.
MR: What’s your process for selecting your Editors-in-Chief?
SNA: It’s really just about relationships. When we launched 10 USA, I had already worked with Dora Fung for like ten years, and we remained friends since Vogue Japan and Vogue China—I was the fashion director, and she worked with me there before going to Vogue US. With Dora, the pivot was completely accidental. She asked if I had ever thought about launching in America, and I said, “Yeah, but I need to find the right person.” She said she could be that person. I thought, “Brilliant. When do we start?”
10 Japan happened when I discovered Saori Masuda was no longer working for Vogue Japan after having worked there for decades. We reconnected through Dora, and sitting in a cafe in Milan, I told her we’d like to expand there and she would be the absolute perfect partner to go this journey with. It’s been so inspiring to see a strong woman like herself thrive in a particularly male-dominated field. She faces very unique challenges and I’m so proud of everything she continues to achieve.
