How Style Not Com became a front-row darling



“What he does is very different from what we did at and what we do at Vogue Runway,” Ms. Phelps said. “These little short titles, font white against royal blue. They work even better than the pictures. You can read it in a flash of a second, half a second, and you’re just scrolling.

Mr Blanks said: “He is a keeper of the flame. In his somewhat jumbled coverage of all the fandango, he underscores, I think, that ridiculousness. He’s also kind of the ultimate testament to the power of the fashion dream, that transformative thing that happens to people when they enter the fashion industry. It’s that funny Lana Turner-in-the-soda-shop aspect of this world, that they can become stars overnight.

Mr. Gvishiani doesn’t use Style Not Com to post products or photos of himself at events, which gets most of his peers cashing in. Sometimes he posts videos of parades or an excerpt from an event he attends. He wears his own clothes, usually suits with Birkenstocks and a blue Style Not Com baseball cap.

“When the brands pay for my trip and for the hotel and I’m invited to the show, I already feel good,” Mr. Gvishiani said. In June, when Saint Laurent held its Spring 2024 menswear show in Berlin, Style Not Com displayed “Saint Laurent in Berlin” against a black square instead of its blue signature and shared the time and location of the event. in the caption. Mr Gvishiani said the brand did not pay him for the job.

The honor of being invited to a fashion show doesn’t pay the rent, however, and things soon became transactional. Many messages are negotiated – the specific topic, whether it’s a show, a campaign, an event, whether a video is included. Then, a rate is determined.

Last year, Mr. Gvishiani presented a Style Not Com book designed as a review of the year, in which each page is a full-bleed blue square chronicling a fashion event. The book sells pages as advertisements, but which messages and pages are advertisements are not disclosed through a loophole.



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