Sophia Neophitou-Apostolou: The Art of Fashion
An entrepreneur, publisher, visionary, and style icon, she embodies a multitude of descriptors. Yet, she favours the label “fearless” above all else.
Interview: Pieris Panagi
If her summers were a colour, they would be the vibrant hue of watermelon. Imagine a ripe, crimson watermelon accompanied by thick slices of halloumi infused with refreshing mint resting on one of her grandmother’s clear plates. And if those summers had scents beyond mint, they would be jasmine and honeysuckle mingled with aromatic wild thyme, basil, and parsley. “I spent nearly every summer of my childhood in Cyprus until adulthood. My father was born in Morphou, and my mother was from a village outside Nicosia. Although we resided in North London, it was customary for us to journey to Cyprus each summer to reconnect with my Grandma.”
Sophia Neophitou-Apostolou is the dynamic force driving 10 Magazine, a groundbreaking quarterly publication that revolutionised the medium. It is celebrating its 24th anniversary this year. She exudes boundless energy; on the day of our conversation, she seamlessly juggled her office relocation, led a pivotal conference call with her teams in Australia, Japan, and New York in anticipation of the magazine’s launch in Japan, prepared for a three-day coastal retreat in Norfolk, reviewed mock-ups, and engaged with her social media presence on Instagram and TikTok. “I can do and think about many things at the same time. I think I have ADHD. But I like the speed at which things are happening.”
Sophia is heralded as “The Superhero Woman of Fashion” by British Vogue, credited with a catalytic role in the fashion industry by Business of Fashion, and lauded as one of the most influential and important figures in fashion by Observer. Curious about her journey, she muses, “It all started, I guess, by accident, as many good things in life do. At 27, feeling dissatisfied working for an architect, a friend helped me land a job at an interiors magazine, where my passion for magazines truly ignited. When that collaboration ended, I wrote a letter to all the magazines that existed at the time. ‘Hello, I am Sophia Neophitou, I have no experience in fashion but I would like to come and work with you.’”
That’s how she started at British Vogue, seeing Isabella Blow every day, carrying clothes, shoes and objects to photo shoots. “I worked very hard, with many late nights and countless hours of work. At some point, at 33, I wanted to do something of my own. Now that I think about it, it was sheer audacity, or I was simply crazy!”
At the time she had a multi-faceted career working as a stylist for top titles such as Dazed, Italian Vogue, i-D, Harper’s Bazaar and Dutch, as well as collaborations with the Spice Girls and other celebrities creating iconic outfits. “I knew nothing about magazine production. Having acquired expertise as a stylist, I was astounded to discover that the primary expense of a magazine lies in the paper for printing. Despite this, I never viewed it purely from a business perspective. As such, a detailed long-term business strategy was never developed. My ambition was to embark on a sincere, creative endeavour that would ignite inspiration in individuals like myself. The vision was to create a magazine that served as a ray of light.”
Presently, she stands as a woman who connects people, ideas, influences, countries and cultures with unparalleled grace and conviction. As a prominent editor, her publication circulates in the United Kingdom, the United States, and Australia, with a Japanese and German edition both in progress. Together with her team, they craft magazines akin to lyrical reveries, crafting visuals they wish to inhabit while cultivating the ambience of their aspirations. Fearlessly and resolutely, she gazes toward the horizon, attentively attuned to the zeitgeist of our era. “You have to be adaptable and agile. Know how to move. It’s like a game of chess where you have to make smart moves to win. Resting on your laurels doesn’t help, nor does producing what you produced 10, 20 or 30 years ago. The world is changing, it is moving and we all have to move with it by mixing the old with the new. And it’s important to graft new people into the team because they will bring something new to the table.”
She captures people’s interest with her distinctive perspective, possessing a keen insight that delves into the broader scope. I’m drawn to the pivotal moments that have sculpted her life. What were the defining intersections along her journey? As she reclines in her chair, she pauses for reflection. “The most significant change came when I became a mother. It was an incredible empowerment to have my son. I felt like I could do anything and it taught me to focus my energy more precisely. My worldview was also changed by my adventure with COVID-19. In 2020, I was among the initial patients affected. I lapsed into a three-month coma, emerging with a resolute commitment to improve my life. The frenetic pace I once maintained became unsustainable. This period prompted profound self-reflection. The allure of fashion, as you’re aware, can ensnare you, demanding considerable time and dedication. When I initiated the magazine, my son was merely three years old. Simultaneously, I served as a consultant for various magazines and fashion shows, occupying roles such as creative director for designers like Roland Mouret, Thierry Mugler and Antonio Berardi. Additionally, I held the position of creative director for the Victoria’s Secret Fashion Shows for a decade. Following my adventure with COVID-19, I wanted to take a step back, to analyse what I was doing, and how to change my life.” And change it she did. She travels more often, with annual visits to Kefalonia for holidays and a recent Easter trip to Cyprus. “Travelling is akin to opening a window to the world,” she reflects. “Each destination offers unique perspectives on life’s possibilities. The diverse cultures and civilizations of every country and the way we integrate these experiences into our lives are truly magical. That’s why it’s important for us all to remain open-minded, absorb knowledge like a sponge, and savour every moment.”
