Motivated by limits of critical inhomogeneous random graphs, we con- struct a family of sequences of measured metric spaces that we call continu- ous multiplicative graphs, that are expected to be the universal limit of graphs related to the multiplicative coalescent (the Erdo ̋s–Rényi random graph, more generally the so-called rank-one inhomogeneous random graphs of various types, and the configuration model). At the discrete level, the construction relies on a new point of view on (discrete) inhomogeneous random graphs that involves an embedding into a Galton–Watson forest. The new represen- tation allows us to demonstrate that a process that was already present in the pioneering work of Aldous [Ann. Probab., vol. 25, pp. 812–854, 1997] a...