Style Not Com Creates a Cobalt-Blue Capsule for Zara—Shop It Now
No matter what anyone claims, at this point we’re all using social media to build our personal brands. And you don’t have to be an aspiring influencer or content creator to understand the power of a good Instagram feed. But if you’re Beka Gvishiani, the mind behind the wildly popular fashion account @stylenotcom, it can also be what propels you into a whole new social and occupational stratosphere, landing you a collaboration with one of the largest international fashion companies in the world.
Gvishiani first rose to prominence with his straightforward fashion news updates, trivia, and identifiable Yves Klein blue background. Now, for a new capsule collection with Zara, he is taking his signature color and fashion quips offline with a line of casual wear, home goods, and stationery.
“If you know me, you know that I always talk about fashion. Day and night, in and out, with friends or family,” says Gvishiani. “So when the discussion started about designing the Style Not Com x Zara capsule collection, what I said first was: let’s talk about fashion.” And so he did. Using the same to-the-point tone that is quintessential to the Style Not Com brand, he decorated sweatshirts and T-shirts with quotes like “life is a fashion week with some normal days in the middle” and “fashi-on, fashi-off”.
Home goods like candles are designed in the shape of an Instagram photo square, with the saying “melts like trends” stamped on the front. And to bring the collection full circle, it also includes a bright blue baseball cap, similar to the Style Not Com hat that Gvishiani is constantly seen wearing. (This one reads “what’s your fashion cap-ital?”)
Gvishiani is not one to mince words on his social media, but his energy and transparent love of fashion and the artistry that makes up the industry is palpable. It’s probably why you can now spot him sitting in the front rows of some of the biggest names in fashion. Yet his relatability and curiosity is what drew people in and is what keeps them coming back. Because while he may be snapped walking the streets of Paris during fashion week, as one of the T-shirts from the capsule reads, he will “always end up at Zara.” His growth on Instagram is a testament to the idea that leaning into what you love will pay off in the end. And though the collaboration may be an unexpected partnership, it creates an avenue for fashion lovers new and old to experience the cobalt world of Style Not Com.
The collection is available to shop at Zara stores in New York, Milan, London, and Paris and will be available to shop online on March 3rd on Zara.com
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