The heirs of Greece’s richest, most powerful families, are breaking with tradition and chartering a new course in fashion rather than following on the custom of taking on the family business. Born and bred in luxury with a high sense of taste, some of the younger daughters of Niarchos, Vardinoyiannis, Economou etc. are presenting collections that they themselves have designed.

Born with a silver spoon, these young heiresses can of course do anything they fancy and the latest trend is turning them from trendsetters to fashion creators.

On Wednesday, Marianna Goulandri – granddaughter of Vardis and Marianna Vardinogianni – presented her exclusive swimwear and beach fashion line at a boutique in upmarket Kifissia under the label Marianna G. that she carefully combined with leather sandals from the Lalaounis house.

Marianna G.

Earlier, Stefania Frangista, daughter of shipowner Nikolas Frangistas and Aliki Benroumbi, had also presented her new beachwear collection. The heiress has been active on the local and international scene for the last six years.

Stefania Frangista

Lydia Economou, daughter of shipping tycoon George Economou from his marriage with Lizzie Manola has also been designing jewelry using gold, diamonds and other precious gems. She even presented these at her own store on the island of Mykonos.

Former beauty queen/TV presenter Marietta Chrousala has started creating her own sandels after marrying shipowner Leontas Patitsas…

Not to be outdone, Eugenie Niarchos, the Greek jetsetter who hobnobs with Monaco’s royalty and appears on the social pages of the most iconic fashion magazines, has pieces adorning the necks of Europe’s most graceful socialites.

Erietta Kourkoulou-Latsi loved fashion from a young girl. The famous actor and shipping heiress’s daughter couldn’t help but inherit her mother Marianna Latsi’s taste. It was just a small step from the front lines of fashion shows to her own line. Lov!nk (www.lovink.gr. Of course, with money to burn, part of the profit from her sales go to the Save a Greek Stray organizations.