First class

With nearly 23 years in the same location on London’s prestigious Harley Street, founder and medical director Dr Yannis Alexandrides has established a legacy of delivering top-tier aesthetic procedures and setting a high standard of care.

Originally hailing from Athens, Greece, Dr Alexandrides embarked on his medical journey there, eventually graduating to become a plastic and reconstructive surgeon. Seeking to expand his horizons and elevate his skill set, he made the pivotal decision to pursue plastic and reconstructive surgical training in the United States, ultimately graduating from the University of Miami.

“Being Greek, I always wanted to come back to Europe, and London, for me, was the best of both worlds,” he says. For Dr Alexandrides, setting up his clinic in Harley Street was a deliberate choice, motivated by his desire to combine the best of both worlds: the rigorous medical standards of the United States and the charm and medical prestige of the iconic London location. Since January 2001, 111 Harley St. has become a fixture on the street, with the same room serving as the backdrop to countless transformations.

Harley Street, as Dr Alexandrides describes it, is not just an address: “It’s a brand and a reputation. It signifies a commitment to providing the highest level of care and access to specialists in fields that are often challenging to find elsewhere.” He sees 111 Harley St. not merely as a clinic but as a destination for those seeking transformative and uncompromising care.

Despite his rich background in reconstructive surgery, Dr Alexandrides’ passion for aesthetics is evident. “I believe that aesthetics, to some degree, is reconstruction, and reconstruction must have some kind of aesthetics to look good,” he comments. “One overlaps the other. Aesthetics has become very demanding, and people require very close attention to detail on what you offer and what they expect to get.”

The field has evolved significantly since his career began, with patients now expecting precision, minimal downtime, and outstanding results: “It’s a very challenging process, but for me, the best moment is when I see the before and after pictures, and I see the big smile on their face. It’s really the reward for this type of work.”

SOCIAL SHIFT

According to Dr Alexandrides, social media has transformed the sector: “A lot of new ideas circulate very quickly, and the trends change, not every three to four years as before, but on an annual basis.”

Notably, he has seen a growing demand for cosmetic surgery among men, dispelling the taboo that once surrounded such procedures. “We always had a good proportion of male clients in our clinic, but now that’s increasing,” he adds. “I think men have become liberated from thinking that plastic surgery is something that they cannot discuss with their friends.”

Additionally, younger patients are seeking alterations to facial features, particularly jawlines, as early as 18 years old, reflecting shifting beauty ideals: “I do mostly facial plastic surgery these days, so I specialise in rhinoplasty, jaw reshaping and facelifts, and I see a lot of patients who already have specific ideas, for example, a V-shaped jawline. “

COMBINATION TREATMENTS

Dr Alexandrides has increased the clinic’s focus on combination treatments, introducing LPG’s endermologie technique to help with pre-and-post operative care: “For me, it became a necessity that, to get the best results after liposuction and body shaping procedures, you need to have lymphatic drainage. A lot of the problems that people encounter are because of poor post-operative care, so, it became part of the service to give my patients that level of excellence.

“It’s a clear advantage to have a machine that does different body parts, such as the face, where I perform most of my operations, and elsewhere on the body. It’s also very useful in treating postoperative oedema and swelling, treating cellulite, but also preparing patients for surgery. We have found that using the treatment before surgery gives a quicker recovery.”

For those aspiring to establish a clinic on Harley Street, Dr Alexandrides emphasises the importance of being well-informed. “I would say opening a Harley Street clinic is not something to be taken lightly. It’s a very difficult environment because the financial aspect has become very negative for individual doctors. There is also quite a bit of competition, both from the existing doctors and from medical groups that are already practising. However, I think a doctor must follow their dream, and, if they aspire to do that, they should become fully informed about what they’re embarking on and give it a try.

He also suggests that formal medical groups, a common practice in the United States, could be an attractive option to navigate the competitive landscape: “In comparison to the United States, it’s less common here to see groups of doctors working together, where two to four plastic surgeons with different subspecialties or interests get together to start a practice together, which can be an attractive option.”

Looking ahead, Dr Alexandrides envisions the clinic evolving into an institution that can operate without his constant presence. His goal is to maintain the clinic’s high standards and continue providing top-notch care for aesthetic procedures. His vision includes expanding the team’s specialisation and ensuring that patients receive the best care possible.

111 Harley St., under the guidance of Dr Alexandrides, represents a place where art meets science, where innovation and tradition intertwine, and where the pursuit of beauty is matched only by the commitment to delivering exceptional care. As it enters its 23rd year, the legacy of the clinic is poised to continue shaping the future of aesthetics in the heart of London.