Beka Gvishiani is the creator of Instagram account Style Not Com. His unabashed boosterism when it comes to relaying the latest fashion news, conveyed in his signature visual format of white text on a cobalt blue background, has made him a beloved and widely followed source among industry insiders.
Raised in post-Soviet Georgia, Gvishiani fell in love with fashion after purchasing an issue of Vogue Paris at a newsstand. Not long after, he moved to Tbilisi, where he began assisting local brands and blogging on Tumblr before graduating to writing magazine reviews for Katie Grand ’s Love magazine. It was in July 2021 that Gvishiani launched the Style Not Com Instagram account with short bits of cheerfully positive, easily consumed news.
Gvishiani’s ambitions extend beyond the social network, where he now occasionally does paid posts. He has started consulting for major luxury labels, primarily advising on social-media strategy, and published “Fashion in 2022,” a coffee table book featuring 365 of his posts.
