The fascination with Greece is playing itself out on many stages. The epicentre of this Greek zeitgeist is, as could be expected, Athens, where young women are wearing the country's flag as sexy halter tops and muscular men are patriotically having the blue and white emblem tattooed on their broad shoulders.
The flag, as sex symbol, was first worn by Greek heartthrob pop singer Sakis Rouvas, emblazoned on an abbreviated white T-shirt. His single "Shake It" took third place in a European song contest in May and the flag-as-fashion trend became an overnight sensation, used to decorate everything from underwear to bath towels.
But the reverberations of the Greek chic trend extend far from the country's borders. In anticipation of the summer Olympics, fashion designers in Milan, Paris and New York took inspiration from the old-fashioned frocks of ancient Greece. They have been draping models in one-shoulder jersey goddess dresses. Shoe designers, from the arch-supporting Birkenstocks to ultra-stylish Fendi, are promoting the mighty Aphrodite look with sandals that strap up past the Achilles heel right to the knee.
And for women who want just a touch of the Diane Kruger look in Troy, they can share the Hellenistic moment with accessories including gold chandelier and disc earrings and gold cuffs.
The Greek chic impact has been so overwhelming that recent red-carpet events have been compared to glamorous Grecian toga parties. We've seen Jennifer Lopez in Michael Kors, Angelina Jolie in Marc Bouwer, Jennifer Garner in Valentino and Liv Tyler in Marc Jacobs, each designer offering their own version of the famous draped Greek gown.
While sport has the power to prompt a trend, there is nothing like a summer blockbuster to blow it wide open. That's right, Jennifer Aniston's (she's Greek) buff boy toy Brad Pitt is turning the MTV generation on to ancient history in his film Troy.
Brad Inwood, chair of the department of classics at the University of Toronto, says "the classics have benefited from this constant exposure, with Gladiator and now with Troy. It captures people's attention and brings us new students."
The moment will be given added life in the forthcoming epic Alexander the Great, starring Colin Farrell.
Whether it's in a university classroom, on a plush red carpet or a velvet green soccer field ... Greece is the word.