Anastasia Georgakopoulou

MA History And Culture Of Fashion

Anastasia Georgakopoulou was raised in Athens, Greece. She was set to study Social Anthropology at the University of Aegean, but decided that Communications was more her forté and joined the American College of Greece. After graduating with a major in Communications and a minor in Foreign Languages, she decided to pursuit a career in the Media. She interned for the English-language weekly newspaper, Athens Plus, and went on to work full-time for the English-language weekly newspaper, Athens News, as a fashion journalist. She later joined the Greek edition of the monthly magazine, Parents, and also simultaneously worked as a fashion journalist for the Sunday Espresso. Fashion being her primary passion, she decided to quit and focus solely on that. In 2010, she moved to London, where she currently resides, to do the Study Abroad Programme at the London College of Fashion. Once the Study Abroad Programme was over, she decided to continue her postgraduate education and applied for the MA History and Culture of Fashion at the London College of Fashion, a degree that would allow her the freedom to work in all sectors of the fashion industry. Her dissertation thesis Give Me Something I Wanna Be: Celebrity Fashion Endorsement in Print Advertising examines the topic of celebrity in fashion print advertising in the 21st century, and the two different ways they have been portrayed (as models or as themselves). In the first chapters she explores the notion of celebrity and fame, examines historically the existence of celebrity in advertising, and investigates both advertising and fashion advertising. As a main goal, the project tackles the role of celebrity in fashion print advertising, through examining and comparing four advertising campaigns of two major fashion brands. In the first case study she examines the Louis Vuitton ‘Core Values’ campaign and compares it to their ‘A/W 2003: Jennifer Lopez’ campaign. In the second she analyses the Dunhill’s ‘Voice’ ad campaign in relation to their ‘A/W 2009 advertisements featuring Jude Law. These examples compare the use of celebrities who reveal aspects of themselves and their work of personal in the advertisements to celebrities being used purely as models and as such she examines the differences between campaigns with explicitly named celebrities and those where recognition on the part of the audience is required. Moreover, she examines the reasons behind the celebrity endorsement scheme that is so popular in fashion advertising, and investigates the psychological aspects that influence consumers when it comes to celebrity and fashion advertising. While being a full-time MA History and Culture of Fashion student, Anastasia created her fashion website Fashion-Pixel.com in an effort to communicate with the world her passion for fashion, and showcase the work of talented young designers and creatives. This platform is filled with news and concepts of the fashion and beauty industry from around the world, hoping to bring to the spotlight fashion designers, jewellers, footwear designers, to name a few. The website is international and is looking to promote fashion creativity at its finest. For more information please go to www.fashion-pixel.com You can get in touch with Anastasia via email at a_georgakopoulos87@hotmail.com