Gen G(reek): Discovering Greece’s quiet fashion surge
This article was written by Demi Karanikolaou for Harper’s Bazaar Greece. You can find it here.
“The light of Greece opened my eyes,” American novelist Henry Miller wrote in 1941, “it expanded my whole being.” Follow that light and you land in a country best known for its beaches, antiquities, and gastronomy. Yet, if you follow the delicate threads of fashion like a modern Ariadne, a quieter revolution becomes evident: a connecting line runs from the handbag on Jennifer Lopez’s arm to the fine jewellery topping A-list wish lists. Follow them and, surprisingly, you will land right back in Greece. Excitement is in the air of Athens, with galleries, studios, and small ateliers buzzing from morning to night. Of course, there are the design names we all know and adore: Mary Katrantzou, crowned the global queen of trompe l’oeil prints; Celia Kritharioti, dressing the most glamorous VIPs; and Vassilis Zoulias, whose vision of 1950s Athens won Lily Collins’s heart, dressing her in “Emily in Paris”. But the constellation of the Greek fashion universe is growing. A quiet fashion revolution, built on heritage, craft, and a modern reinterpretation of Greece’s cultural legacy, has become simply too obvious to ignore.
The young generation is leading this movement. A prime example is Marina Raphael, the Greek-born Gen Z fashion powerhouse, recognised globally not only for her eponymous brand, but also as the Creative Director of Accessories at the heritage house Elie Saab. Olivia Palermo, Queen Máxima of the Netherlands, Jennifer Lopez, and the cast of And Just Like That… have all become loyal fans. A sixth-generation member of the Swarovski family and a true Athenian, she designs handbags that feel like sculptural heirlooms you can carry. Designing under the spell of the Athenian vibe offers plenty of inspiration, a daily dialogue between past and present, marble sculptures, and trendy streets. “Architecture lies at the heart of my design language: clean lines, symmetry, and balance, principles rooted in Greek architecture, guide every one of my creations,” says Raphael, adding, “The balance between timelessness and modernity is what truly defines my creative mindset. Greek craftsmanship has always been about integrity, using the finest materials, applying meticulous techniques, and creating objects meant to endure.” Recognition has followed beyond glossy magazine editorials: “Seeing our handbags embraced by influential women around the world is both humbling and empowering. It is a reminder that true luxury lies in creating something that resonates with real strength and femininity.” The momentum now reaches the runways of Paris. As Creative Director of Accessories for the heritage maison Elie Saab, Raphael translates her Greek design codes into a couture context: “The entire handbag line is built around the idea of movement, grace, and transformation, qualities that define Elie Saab at its core,” evident in the arc of the handles, the power of the silhouettes, and the way embellished bags catch the light.
However the force of Greek design does not stop at accessories. Founded by Eugenie Niarchos in 2013, Venyx World is quietly shaking the world of fine jewellery, finding a beautiful synergy between the elements of the earth, ancient symbolism, and visual art. Niarchos works with precious materials to translate inspirations from art, culture, and historical design into a more playful setting and a fresher take on an industry mostly known for classic heirlooms. Naturally, Greece is a constant creative source, with the brand’s Hellenic Charms line directly referencing core Greek iconography. “It is a country with such a unique sense of style - effortless, elegant, and deeply connected to nature and history,” Eugenie told me. “The Cycladic Museum in Athens is one of my favourite places for inspiration - the simplicity of the ancient forms is incredibly inspiring, especially for jewellery design.” It is no wonder the brand has already won the hearts of famous jewellery collectors like Bianca Brandolini d’Adda and Sabine Getty. Joining forces with Marina Raphael, the Hellenic duo recently launched the Venyx bag, a crystal-encrusted showstopper in vivid colours, combining the best of both worlds.
Indeed, jewellery has remained a pillar of Greek craftsmanship for millennia. In the world of demi-fine, the brand YSSO translates ancient Greek shapes into best-selling pieces worn by Adele and Emily Blunt, and the brand is a top seller with key Net-a-Porter clients. Producing exclusively in Greece gives each piece the credibility that comes with local craftsmanship. Another Net-a-Porter staple, Nikos Koulis has earned prestigious awards for engineering gemstones into graphic statements that make fine jewellery feel cool again. The brand designs and crafts its pieces exclusively at Koulis’s atelier in Athens. Similarly, a favourite of Charlize Theron and Halle Berry, Ileana Makri has carried talismanic elegance into wearable pieces like her evil-eye and snake motif best-sellers.
Widen the frame and you will also see waves of change on the shores of ready-to-wear. Knitwear talent George Trochopoulos - whose design Anok Yai wore at the BoF 500 Gala - is gaining traction with his use of saturated colour and body-skimming, structural silhouettes - pieces that move with the wearer’s body and lift the energy in any room. On the more traditionally feminine side, Costarellos creates the most romantic gowns, while Zeus + Dione and Ancient Kallos have become masters at translating Hellenistic shapes into functional clothing, carrying history into everyday life. Of course, nobody reinterprets ancient Greek drapery quite like Di Petsa. Known for the signature Wet Look technique, the brand’s pieces constantly appear at A-list events, dressing Bella Hadid and Beyoncé in liquid mythology. Lastly, footwear lovers have also long embraced Ancient Greek Sandals, the easy-to-wear styles spotted every summer across Mykonos, Santorini, and Crete.
Set against the backdrop of those rising brands, a Greek fashion revolution feels inevitable. Instead of simply being a place one would visit for its sun and sea, the country is slowly being transformed into a design and style destination, with a voice that grows clearer by the season. The museums of Athens double as moodboards, while Mykonian style sets the trends for next summer’s must-have items. Greek craftsmanship travels across the world and can be found in the wardrobes of influential style icons, thanks to the talent of local creators. Lean in and you will clearly hear this rhythm: Greece’s fashion revolution is already here - we are simply learning to tune in.
