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Vogue Hellas: A Brief History

March 12, 2018

Vogue Hellas was first published in March of 2000 under Liberis Publications. This is important because once the publishing house went bankrupt in 2012, Vogue Hellas published its last cover in November of that same year. The Greek edition of the legendary fashion magazine is the only one to go out of business in the 102 years since the magazine was launched internationally, making it quite the interesting topic the industry; yet, if one cares enough to look, they won't find a lot of information on this or the magazine itself. I like to call Vogue Hellas the shameful black sheep of the industry, but it's the one not everyone knows about. 

 With cover stars like Naomi Campbell, Gisele Bündchen, Natalia Vodianova, Karolina Kurkova, Candice Swanepoel and Gemma Ward and photographers like Patrick Demarchelier and Steven Meisel, it may be hard to imagine a reason as to why Vogue Hellas wasn't as publicised or supported as other international editions of Vogue; a closer look, however, shows how the magazine may have started out strong in the early 2000s when Greece was soaring through its golden days (see: the 2004 Olympic Games), however by 2007 the magazine saw a decline in both sales and demand, it became harder to produce quality shoots or articles that didn't revolve around petty celebrity gossip and it was being run by the wife of the man who owned it (I'll take "Nepotism" for 200, Alex!). If there's one thing history has taught us it's that no era of economic wealth and well being lasts a long time and with it, a time of despair usually follows. This is what happened in Greece, the money-hungry and greedy big businessmen who couldn't stop taking money were finally forced to take a look at what they've done and suffered the consequences. Liberis Publications was responsible for a large percentage of magazines consumed by the Greek public, by signing on Vogue, Glamour and Men's Health the company had almost created a monopoly on the publishing game in a few short years. While Condé Nast had been in talks with several other publications for taking over the responsibilities of Liberis Publications, it seems as though no agreement was made and Vogue Hellas was pushed to the side.


By early 2007 it had become clear that Vogue Hellas was struggling to produce original content every month, resorting to reprints for the majority of their covers which, in turn, made the magazine quite unpopular. Whether this was due to the lack of budget or the lack of demand, or both, it was becoming harder and harder for the magazine to sell issues. One of their most memorable covers after 2005 has to be their 10 year anniversary one in March of 2010; Viktor and Rolf SS10 in all of its structural glory outside the Hellenic Parliament.


In November of 2012, Andonis Liberis announced in a public letter that his company was going out of business; he used a classic Greek mantra, "Hope dies last", to converge that for Liberis Publications, hope has indeed died and with it, so did the Greek Vogue. Until today, no further news has been released regarding a relaunch of the magazine. But, here's to hoping that one day, someone is going to relaunch this magazine and showcase Greek talent once again without the added greed and nepotism. 


Some Vogue Hellas covers that I think should be shown:




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