In this episode of Style DNA podcast I go on a style journey with a long time friend and collaborator, the woman who I think is the most passionate fashion editor I have ever met… the inimitable and fabulously energetic Sophia Neophitou-Apostolou. Sophia is the Founder, Global Editor-in-Chief and Publisher of 10 Magazine, 10 Men and 10+.  In 24 years, the 10 Magazine empire has grown to include a series of international sister publications, including 10 Australia, 10 USA, 10 Japan and most recently 10 Deutsch. She began her fashion career at British Vogue, and went on to hold Fashion Director titles at a slew of revered publications, including The Independent Magazine, Sunday Times Style, Harper’s Bazaar UK and Vogue China, Japan and Russia. Throughout her career, she has worked alongside industry renowned brands including Antonio Berardi, Elie Saab and Roland Mouret and was Collection Creative Director for Victoria’s Secret for nine years. 

Sophia talks so knowledgeably about the industry…we chat about the incredible spectacle of the shows, especially the immersive experience of the Cruise shows put on in exotic locations by the very big houses, and how tough it is for smaller designers trying to compete with that spending power. I ask her about how younger designers can cut through and who has done it well…and of course we chat about the joy of working with both the models and the brilliant creative teams on the Victoria’s Secret shows.

Sophia undoubtedly has real fashion chops but aside from her infectiously positive personality, I have always admired the fact that she found her personal Style DNA quite early and then she has honed it through the years whilst staying very true to herself despite the vagaries of fashion and trends. She talks about being a “curvy girl” and which brands she has always been drawn to…the timeless appeal of Alaia and The Row in particular. I ask her about trade discounts and much quoted press freebies, but for as much as I am sure that there have been those, they do not sway her opinion on what she wears and she is fully prepared to pay full price as she works on the price-per-wear mentality.

We laugh about her choice of wedding dress as a 23 year old Greek/Cypriot bride …considered an “older bride” at the time…and her mother’s reaction to the dress she had commissioned.

We talk about her 600 pair shoe collection…yes, but they have clearly been acquired over decades and all have memories attached…a nostalgic diary of sorts. Then there are the bags…

Thank you Sophia for sharing your warmth, fun and wisdom x

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