Exclusive Content:

‘Insider for outsiders’: the Instagram hit making transient notes on trend | London trend week

He’s anticipated to be the breakout star of London trend week – sitting between the movers and shakers and the shiny brown bobs, all the time carrying the identical vibrant blue baseball cap with the phrases Fashion Not Com stitched on the entrance.

However this man has no established affiliation with any of trend’s massive names and regardless of having over 250,000 Instagram followers, Beka Gvishiani, the 32-year-old Georgian behind hit trend account Fashion Not Com, nonetheless struggles to explain exactly why he’s right here.

“The style manufacturers don’t know the place to sit down me as a result of they don’t know what I’m – am I influencer? No. Digital? Am I press, or possibly reporter? Perhaps, however I solely write one-line present opinions,” he says.

That’s why he got here up with the cap – so folks recognise him. “I wasn’t anyone, so I bought this stitched on,” he says. “Now, although, folks say I’m an insider for outsiders.”

Beka Gvishiani wearing bright blue baseball cap, pale blue striped shirt and dark blue pin-striped suit trousers, standing against stone background and looking at phone
‘I do know it’s absurd,’ Beka Gvishiani says of the style trade. ‘However it’s additionally the absurd that I take pleasure in.’ {Photograph}: Rodrigo Branco/Selfridges

Gvishiani has turn out to be an in a single day Instagram sensation for his quick and pithy takes on the style trade, written in low-key Arial Daring font and posted on squares in “a vibrant shade of Colette [the influential Paris fashion shop] blue”. In often fawning however usually simply easy bulletins, his purpose is to “discover the information line that individuals don’t discuss – how at a present like Dior, it may be superb, however nobody thought in regards to the air-con and so we’re all sat right here, dying of warmth,” he says. “Or how everyone seems to be hungry.”

To the style world although, he’s additionally one in all a rising arm of critics who’ve gained entry to probably the most intently guarded cultural industries, just by dint of being both knowledgable or a fan. Others embody the prolific menswear Tweeter Derek Man and the type historical past YouTuber Vogue Roadman. Usually on social media – however hardly ever exhibiting their faces – they’ve changed bloggers and influencers as the brand new trade obsessives who’ve blagged a seat on the desk.

In contrast to most of those varieties, Gvishiani doesn’t submit merchandise, or pictures of himself. Regardless of makes an attempt at “gifting”, he all the time wears his personal garments to exhibits.

Gvishiani was born two weeks after the collapse of the Soviet Union, one of many “first technology of post-Soviet youngsters”. A trend obsessive who spent his pocket cash on copies of Vogue, he was learning enterprise administration in Tbilisi within the late 2000s when he first talked his manner into exhibits. “I’d e mail the PR to say I used to be a blogger, however as a result of I’d write in English, they generally let me in.”

He then befriended the style designer Anouki, and started working for her. In flip, she smuggled him into trend exhibits by making him pose as her husband, the place he took notes. “We didn’t have ID so I’d simply maintain up his financial institution card.”

Transferring between jobs, together with set design, bag ordering and branding, it wasn’t till the pandemic that he began to show his notes into one thing extra. “We couldn’t journey so I used to be watching all of the exhibits on Fashion.com [Vogue’s catwalk archive] and simply posting issues. I didn’t have pictures, so I simply wrote issues like a diary,” he says. His account title is a homage to the now-closed web site.

skip previous publication promotion

The entrance row of any trend present – who has been positioned the place, and why – is a political hotbed. However there’s a rising backlash about the way in which these occasions are typically coated. Of Gvishiani’s account, one senior editor at iD journal stated: “There may be a lot waffle in trend criticism, and a lot of the truth is hushed up on social media. Generally you simply need to know what occurred in 10 phrases, and even higher, the factor you may solely see when you’re there – the truth. That’s what he does.”

Whereas some journalists are likely to concentrate on simple reporting, this technology of social media stars is extra more likely to begin a dialog, typically essential, which has the facility to unfold virally on a medium that it controls. For that reason, trend is discovering its energy. That’s why Gvishiani has discovered himself seated subsequent to Julia Fox or Shakira, and why this season, he has been given full entry to the exhibits by the British Vogue Council – in addition to a window in Selfridges broadcasting his each submit.

“The trade is infamous, and … I additionally realize it’s absurd,” Gvishiani says. “However it’s additionally the absurd that I take pleasure in.”

As for the cap: “I believe folks know who I’m – however the males in my household, we go bald early, it’s a Georgian factor. So I’ll all the time put on one.”

Disclaimer: The content material offered right here is authored by a 3rd social gathering and doesn’t essentially symbolize the views or opinions of Europa Information. The opinions expressed on this content material belong solely to the respective authors/entities, and Europa Information doesn’t endorse or assure the accuracy, reliability, or completeness of the data supplied. Readers are suggested to independently confirm and validate any info and content material offered right here. Europa Information disclaims all warranties, specific or implied, relating to this content material and any penalties which will come up from its use.



We are a group of people covering all the latest news of Europe continent. Our mission is to become the primary source information for business, tech, politics and entertainment in all over the Europe.

Lionesses fear over lack of post-World Cup relaxation after Nations League win over Scotland

England 2 Scotland 1England defender Jess Carter lamented how brief a break most of the squad are having from the gruelling worldwide schedule as...

‘See the solar’: Postecoglou vows to go on assault in first north London derby | Tottenham Hotspur

With every passing day the distinction between Ange Postecoglou and his predecessor as Tottenham supervisor, Antonio Conte, turns into extra hanging. It’s there with...


Please enter your comment!
Please enter your name here