Haven’t crossed paths with George Epaminondas in your career? Well, you probably know some of the publications, celebrities and brands he’s worked with – think the likes of Harper’s BAZAAR, Vogue, Rihanna, Anne Hathaway, Hourglass and Nike. From travelling the world in his role as US correspondent for Gourmet Traveller to hanging out in Rihanna's dressing room while she prepared for a concert, Epaminondas has led an enviable career.
With the journalist recently returning to Australia to work as a freelancer, BEAUTYDIRECTORY tracked him down to talk career, ‘pinch me’ moments, and key advice.
You have had an incredible career. Can you tell us how you got started?
I was a graduate of the UTS Communications program, whose first job out of university was on ELLE – when the magazine was introduced to the Australian market. I was there for five years, and relished it. That initial role, which included both writing and editing stints and focused on fashion, features and pop culture, set the course of my career.
What have been some of the publications you’ve worked for?
I’ve always segued from magazines to newspapers and back again. After ELLE, I moved to the features department of The Australian newspaper. Then I ricocheted back to glossies for an editing role on Vogue Australia. I next moved to The Sydney Morning Herald, working in features again. A few years after that, having relocated to New York, I was hired as a senior editor on American InStyle. Over the years, my work has appeared in many publications, in London and New York, including Wallpaper, Tatler, Harper’s BAZAAR US, Time, DuJour, The New York Times, and The Wall Street Journal.
Any standout moments?
I was in New York for eight years, and LA for six years, so there were many highlights. Prior to moving to InStyle, I edited a magalogue for Bloomingdale’s, and it was fascinating to view the internal machinations of such a storied retailer. My role was to tell the brand story in an editorial way, and they gave me carte blanche to do so, orchestrating fashion, design and even celebrity stories. After that custom publishing gig, I moved back to editorial at InStyle, which is published by Time Inc. A consumer magazine of that stature has tremendous reach, extensive resources and incredible access.
Can you tell us some of the high-profile celebrities you’ve interviewed?
Jennifer Aniston, Anne Hathaway, Rachel McAdams, Robert Downey Jr., Katherine Heigl, Diane Kruger, Catherine Zeta-Jones, Orlando Bloom, Kim Kardashian, Rachel Bilson, Nicole Kidman, Naomi Campbell, [and] Rihanna to name a few.
What has been the best celebrity story you’ve worked on?
The ones that resonate are those where you get to spend more time with the subject. At InStyle, I wrote a series of at-home pieces which required me to have a good sticky beak around the private residences of people like Olivia Wilde, Christina Aguilera and Paris Hilton. At Hilton’s home I inadvertently left the door open to her animal enclosure. It was like a scene from Noah’s Ark, when a wave of critters poured out of a detached building that had been designed to echo the main part of the house.
You’ve written a lot of articles for Gourmet Traveller. Did you get to visit all the places you've written about?
I was a US correspondent for Gourmet Traveller for more than a decade. I filed stories about the cities I lived in, New York and LA, and visited many other American destinations for the magazine, including Miami, Nashville, Chicago, San Francisco, and Big Sur. I also travelled to global destinations for them, from Dubai to Cyprus.
What has been your biggest 'pinch me' moment?
Camping out in Rihanna’s dressing room for a few hours while she prepared for a concert in Connecticut was fun. She’s an extraordinary personality, and she couldn’t have been lovelier. During the interview, she kept insisting I move my chair closer to hers, so we could chat as she applied her make-up. By the end, I was almost sitting in her lap.
Have there been any low moments when you've considered giving up on media?
No, but I’ve also diversified my skills. After New York, I relocated to LA where I worked for numerous cosmetic and fashion brands. My focus was on brand marketing and editorial strategy – essentially, telling brand stories in a compelling way. One of the leading brands I worked on was Hourglass, a luxury make-up line carried at SEPHORA, Barneys, Bergdorf Goodman, Liberty, and Mecca Cosmetica here. I’ve also created content for Michael Kors, Banana Republic, Nike, Ole Henriksen and others.
What are you up to currently?
I’m back in Sydney, freelancing for a few different clients. It’s a combination of pure editorial, custom content and marketing initiatives. I enjoy the mix, and I’m still working with some US brands and publications, including The Wall Street Journal.
What would be your key advice for budding journalists?
Digital media has upended the industry, and it’s impossible to predict how it will change even further. That said, arriving at a career in journalism from a specialised discipline, whether it’s science, law or food, may make you more employable. It’s also important to think outside of Australia, and to reach out to publications and websites based overseas. Don’t forget that brands also need to tell their stories, and that has opened up new opportunities. If I was starting out now, I would probably move into film instead. There’s more scope and all brands require video content nowadays.
