Staff Profile
George Kyprianou
Lecturer in Fashion Marketing
I am a lecturer and academic researcher in the field of fashion marketing, with vast experience working within the fashion industry alongside industry leaders such as Harrods, Alexander McQueen, Thom Browne, and Giorgio Armani.
Currently working on my doctoral research at the London College of Fashion that looks at fashion exhibitions as marketing tools for luxury fashion brands, and the use of digital technologies to promote exclusion and inclusion, with my supervisors Dr Anne Reimers and Prof Claire Wilcox.
- School – York Business School
- Email – g.kyprianou@yorksj.ac.uk
Teaching
I teach the below modules on the BA (Hons) Fashion Marketing and MSc International Fashion Marketing:
- Principles of Fashion Marketing
- Marketing Communications, Digital & Social
- Fashion Retail Strategy
- Fashion Strategy & Management
- Fashion Branding
Qualifications
I have a multidisciplinary background spanning Fashion, Media and Cultural Studies and Architecture. I received a BA (Hons) in Architecture and an MA in Architectural Design from De Montford University, as well as an MA in Media and Creative Cultures from the University of Greenwich. I also took a variety of professional courses in the fields of fashion design, styling, curatorial practice and photography at the London College of Style, University of the Arts London, and London College of Contemporary Arts.
Research
My research interests include fashion curatorial practice, fashion media and marketing, and fashion visual cultures, with a focus on new digital technologies like AI (Artificial Intelligence), AR (Augmented Reality), VR (Virtual Reality), and holographic technologies. In addition, my research approach incorporates a mix of theory and practice, often employing a mixed-method approach alongside a practical output.
My current doctoral research focuses on the incorporation of new digital technologies within luxury brand-curated fashion exhibitions, as a means to promote inclusion, and exclusion and reinforce the industry’s power dynamics.
Prior to this, I conducted research as part of my master’s degree at the University of Greenwich which was recognised through an award for outstanding achievement by the university. This research focused on the use of defamiliarisation, a theory by Russian formalist Viktor Shklovsky, as a tool for luxury brand advertising campaigns in the form of fashion films, to “shock” the audiences. This research aimed to answer the question “What makes shock shocking” and investigated its need within today’s society. I am currently working on publishing this project.
Professional Activities
Since graduating from the University of Greenwich in 2021, I taught on a Guest Lecturer basis on the Aesthetics Economy and Dissertation modules with a focus on fashion media and marketing. I also worked at the University of the Arts London, where I developed and taught a short course on fashion exhibitions.
Alongside this, I had vast experience working within the fashion industry in a variety of roles spanning fashion styling, art direction, creative direction, retail management, sales, and visual merchandising.
