Marianthi Vlachos: A creative and philanthropist advocating for Greece through her business, Hellenic Aesthetic

by Andriana Kourkoumelis

Living in New York City, we long for the simplicity and beauty of Greece. Marianthi Vlachos has achieved the feelings of a Grecian summer through her creation Hellenic Aesthetic. “This is a reflection of all that I love about Greece,” says Marianthi when describing her business.

Marianthi Vlachos has achieved the feelings of a Grecian summer through her creation Hellenic Aesthetic

Hellenic Aesthetic — the first Greek fashion retailer in the U.S. — was founded by Marianthi 5 years ago as an e-boutique. Last year after 4 years of growth, she has expanded her brand with her first brick and mortar store opening in June 2021 located in Astoria, Queens. This innovative business venture created new opportunity for Greek and Greek-American fashion designers, artists, and brands to display their work to a new market.

With a strong Greek presence in Astoria, Marianthi avidly tries to make the store an accessible center for the community—bringing people together through the products of Greece. It was put in place not only to add to her successful business, but to celebrate her Greek heritage.

Founder Marianthi Vlachos has built Hellenic Aesthetic to showcase her love for Greece and what it has to offer. As a second-generation Greek-American originally from Clearwater, Florida, her roots in Rhodes and Kefalonia are honored through the brand. Coming from a long line of entrepreneurs, she was determined to make her vision a reality. Marianthi has a strong bond with her family— further motivating her to make Hellenic Aesthetic a household name in the industry.

Her connection with her culture is apparent, and it is translated by everything in the store down to the archaic interior design. The majority of the store is sourced from Greece, covering various regions and designers, and some even designed by Marianthi herself.

Being a natural creative and hard-working individual, Marianthi constantly uses her business and involvement in the Greek community to host events and pop-ups in several locations. Through Hellenic Aesthetic, many Greeks and non-Greeks alike have found a home away from home and a way to further immerse themselves into this cultural experience.

This year, Marianthi was featured in Greek America’s 40 under 40 list for 2022, which compiles all the influential Greek-Americans under 40 of the year. This honor shows her influence in the Greek-American space as a public figure, and the importance of her mission as an entrepreneur.

Through this growing platform and acknowledgment, Marianthi’s advocacy for Greece has stretched beyond the business.

Recently, Marianthi has joined the board of The Hellenic Initiative’s New Leader Committee, a non-profit organization with a mission to invest in Greece through various programs focused on crisis relief, entrepreneurship and economic development. This accomplishment reflects Marianthi’s plans to expand her philanthropic efforts. She has already raised $26,000 last year from the sales of the Hellenic Aesthetic original “Ellada Mou” tee-shirt to support the aftermath of the 2021 wildfires in Greece. To date, 100% of the proceeds from this design go towards the cause.

Just by these achievements alone it is clear that Marianthi is not shy to extend herself when it comes to giving back to the motherland. Philanthropy is a topic of interest for Marianthi and will continue to be in the forefront going forward in her career.

As the influence of Hellenic Aesthetic continues to build, the benevolence of Marianthi Vlachos will become further realized in the community beyond New York City. The goal of this project is more than just fashion. It is a symbol of cultural morals and the importance of strong community, which is the true “Hellenic aesthetic.”