George Kyprianou

George Kyprianou is a Lecturer in Fashion Marketing at York Business School, York St John University. With industry experience at Harrods, Alexander McQueen, and Giorgio Armani, his academic focus bridges theoretical and practical aspects of fashion exhibitions, digital technologies, and luxury brand dynamics.

Academic Background:

• BA (Hons) in Architecture (De Montfort University)
• MA in Architectural Design (De Montfort University)
• MA in Media and Creative Cultures (University of Greenwich)

Research Focus: Explores how AI, AR, and VR in luxury fashion exhibitions create inclusion/exclusion dynamics. His doctoral work at London College of Fashion examines digital tools' role in reinforcing industry power structures, while prior research on defamiliarisation in fashion films investigates the psychology of 'shock' in advertising.

Professional Contributions:

• Taught modules: Principles of Fashion Marketing, Marketing Communications, Fashion Retail Strategy
• Developed short courses on fashion exhibitions (University of the Arts London)
• Recipient of University of Greenwich’s outstanding achievement award for MA research